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Module code: MN203
Credits: 5
Semester: 2
Department: BUSINESS
International: Yes
Coordinator: Olga Ryazanova
Overview Overview

This course offers a middle managerís perspective on managing marketing in organisations. The structure of this course follows the logic of management through eight interconnected marketing themes:

1) Understanding customers (covering consumer behaviour and market research)
2) Understanding competition (covering competitive structure of an industry and competitive intelligence)
3) Creating competitive advantage (covering competitive strategies, market segmentation, product management and branding)
4) Managing marketing communications (covering communication mix and marketing planning)
5) Managing distribution (covering distribution strategies)
6) Managing customer satisfaction (covering customer relationship management and service marketing)
7) Capturing value for the company (covering pricing approaches and strategies)
8) Managing marketing efficiency (covering financial and non-financial marketing metrics).

Open Learning Outcomes
Open Teaching & Learning methods
Open Assessment
Open Repeat options
Open Timetable
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