Module:Marketing Management

Module details

  • Module code

    2032
  • Module leader

    Beverley Hill
  • Module Level

    5
  • Module credits

    15
  • Min study time

    150 hours
  • Contact hrs

    36 hours

Module content

The module will include:

  • The key stages of the strategic marketing planning process;
  • The marketing environment and internal analysis;
  • Systematic customer and competitor analysis;
  • Tools for strategic marketing decision making;
  • Marketing objectives and strategies;
  • Segmentation, Targeting & Positioning (STP);
  • Brand management;
  • Decisions for managing products and services;
  • Decisions for managing pricing, distribution and promotion;
  • Key principles of monitoring and control of marketing activities;
  • International Marketing Strategies; and
  • Social and ethical marketing strategies. 

Module outcomes

On successful completion of this module a student should be able to:

  1. Critically evaluate the key issues in the organisation’s internal and external environment;
  2. Interpret relevant research information to inform, recommend and justify future strategic directions;
  3. Adopt planning tools and frameworks to develop marketing strategies for brands and services; and
  4. Apply strategic marketing thinking to a variety of real-world marketing contexts.

Assessment

Assessment Description Weighting
Coursework Marketing Audit (1500 Words) 50%
Report Strategic Marketing Report (1500 words) 50%

Assessments may differ in 2021/22 due to adjustments for Covid-19. Please check Gateway for the latest regulations.