Module: Marketing Management

Module details

  • Module code

  • Module leader

    Beverley Hill
  • Module Level

  • Module credits

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

Assessments may differ in 2020/21 due to adjustments for Covid-19. Please check Gateway for the latest regulations.

Key texts

Key Text:

  • West, D., Ford, J., & Ibrahim, E. (2015). Strategic Marketing: Creating Competitive Advantag (3rd ed.). OUP Oxford.

Additional Reading:

  • Drummond, G., Ensor, J., & Ashford, R. (2007). Strategic Marketing: Planning and Control (3rd ed.). Butterworth Heinemann.
  • Hollensen, S. (2014). Marketing Management: A Relationship Approach (3rd ed.). Harlow: Pearson.
  • Hooley, G., Piercy, N., Nicoulaud, B., & Rudd, J. (2017). Marketing Strategy and Competitive Positioning (6th ed.). Pearson.
  • Kotler, P., Keller, K., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing Management (3rd ed.). Pearson.