MWM004-Marketing Management

Module Provider: Marketing and Reputation
Number of credits: 15 [7.5 ECTS credits]
Terms in which taught: Autumn term module
Non-modular pre-requisites:
Modules excluded:
Module version for: 2016/7

Module Convenor: Dr Cristiana Lages


Summary module description:
The Marketing Management module is designed to enable practicing managers to understand the complexities of the contemporary marketplace and make effective decisions to provide value for both their customers and organisations. Programme members will have the opportunity to explore the underlying theoretical perspectives of strategic marketing management across a range of business contexts, and will be introduced to various tools for the development and management of marketing activities. Participants are taken through the cyclical activity of analysing a market; identifying value opportunities; developing a target market strategy, and creating/delivering marketing programmes. Furthermore, the module emphasises the need for rigour in marketing metrics and the monitoring and evaluation of the outputs and ultimate return of the marketing investment to the organisation.

The Marketing Management module aims to:
• raise an awareness of marketing as an organisation-wide philosophy as well as a managerial function
• help programme members to gain an understanding of marketing management as both a strategic and tactical function
• expose programme members to contemporary theoretical approaches and recognised paradigms that have emerged within the marketing discipline
• introduce key marketing concepts, models, and frameworks and help programme members to apply relevant marketing tools in a range of business situations including B2C, B2B, and services marketing
• develop programme members’ professional skills by enabling them to apply a range of marketing analytical tools and theories through activities, cases and coursework
• emphasise the importance of ethically and socially responsible marketing.

Assessable learning outcomes:
By the end of the module it is expected that programme members will be able to:
• critically analyse theoretical issues in marketing management and assess their relevance in business practice
• synthesise, evaluate and discuss leading theories and models that are used to explain key concepts in marketing
• identify and assess the impact of external and internal forces on marketing management decisions with regard to the development, production and distribution of goods and services
• identify the comparative differences across various business contexts
• recognise the nature of relationships and partnerships that are vital to the creation of customer value.

Additional outcomes:
By the end of the module programme members will also be able to develop team working skills through completion of group work, as well as presentation skills. Furthermore, programme members will have earned the skills to:
• adopt a problem-solving approach and use a number of analytical tools to understand marketing management problems
• design and conduct marketing research and provide meaningful managerial recommendations as a result
• develop and communicate an effective marketing strategy and a set of relevant tactical activities through a coherent marketing plan
• engage in critical debate regarding the role of marketing from a general management perspective

Outline content:
The Marketing Management module comprises five parts.
• Contemporary Marketing Context. This part provides an introduction to the discipline of marketing. We explore various definitions and interpretations of marketing as both an organisational function and a philosophical approach to managing markets. We discuss the role of marketing in managing contemporary challenges facing organisations today, with a special emphasis on the impact of globalisation and other external factors in the marketplace.
• Analysing the Marketplace. This part introduces the concept of value from a customer perspective. Explores analytical tools of market research. We discuss the key steps in conducting a market audit in order to understand the dynamics of the marketplace and the competition; and customer buying behaviour; as well as market drivers and trends.
• Developing and Implementing a Marketing Strategy. This part explores the key elements of a successful marketing strategy. We look at the processes of segmentation, targeting, and positioning. We also emphasise the integrated nature of marketing strategy within a marketing plan and the importance of cyclical marketing planning. Brand strategy is a key ingredient here, and managing marketing mix elements effectively is clearly important.
• Engaging with the Customer. This part emphasis is placed on the importance of developing and managing customer experiences in building long-term customer relationships in both off and online situations. We also discuss the role of other key actors in the marketplace in customer value realisation.
• Evaluating Marketing Management. This part introduces evaluation and measurement of marketing strategies and tactics are critical in all areas of management. We discuss the concept of return on investment with regards to marketing, and differentiate between quantitative versus qualitative returns. We identify the role of marketing metrics in understanding the health of a business.

Brief description of teaching and learning methods:
The module uses a blended-learning approach, incorporating self-study, face-to-face workshop(s) and online tutor support (e-mails). Key module content will be delivered in 8 half-days (3.5 hour) and one full day (7 hour) workshops. These workshops comprise a mixture of content delivery, discussion in class and break-out into group sessions.

Contact hours:
  Autumn Spring Summer
Project Supervision 2
Practicals classes and workshops 35
Guided independent study 113
Total hours by term 150.00
Total hours for module 150.00

Summative Assessment Methods:
Method Percentage
Written assignment including essay 70
Oral assessment and presentation 30

Other information on summative assessment:
There are two components to the assessment of this module:
(a) a group presentation (30%), and
(b) an individual assignment (70%).

Formative assessment methods:

Penalties for late submission:

Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information:
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information:

Length of examination:

Requirements for a pass:

Reassessment arrangements:
These are in accordance with the arrangements for resubmission laid out in the Programme Specifications.

Additional Costs (specified where applicable):
1) Required text books:
2) Specialist equipment or materials:
3) Specialist clothing, footwear or headgear:
4) Printing and binding:
5) Computers and devices with a particular specification:
6) Travel, accommodation and subsistence:

Last updated: 21 December 2016

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