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

    30 hours

  • Teaching Period

    Semester 1

Module content

The module will focus on issues relating to the marketing environment, understanding the needs of the customer and the competition. We shall also look at brand strategy, pricing strategy, how offerings are managed and then on to more specialised areas of marketing.

Current theories and strategies will provide a platform for learning and students will analyse these in case studies to see how they perform across a variety of business sectors

Module outcomes

To achieve credit for this module, students must demonstrate:

  1. An understanding and application of the key principles of marketing and how they inform organisational decision making;
  2. Application of marketing management theory and strategy within different business organisations;
  3. An understanding of marketing techniques and practices.

Assessment

Assessment Description Weighting
Coursework Marketing Plan 100%

Key texts

Students should be familiar with the content of the following recommended key marketing texts:

  • Kotler, P. and Keller, K.L. (2016). Marketing management, 15th ed. Pearson Education.
  • Palmer, A., (2012) Introduction to Marketing: theory and practice (3rd ed.). Oxford University Press.
  • Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing (7th edition). McGraw-Hill Higher Education.
  • Brassington, F., & Pettitt, S. (2006). Principles of marketing (4th edition). Pearson Education.
  • Dibb, S., Simkin, L., Pride, W. M., & Ferrell, O. C. (2006). Marketing: Concepts and strategies (5th edition). Houghton Mifflin.