MWM004-Marketing Management

Module Provider: Marketing and Reputation
Number of credits: 15 [7.5 ECTS credits]
Level:7
Terms in which taught: Autumn term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2018/9

Email: g.grigore@henley.ac.uk

Type of module:

Summary module description:

The Marketing Management module is designed to enable practicing managers to understand the complexities of the contemporary marketplace and make effective strategic and tactical 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 activity of analysing a market; identifying value opportunities; developing a target market strategy; and, creating/delivering marketing programmes.

Aims:

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 • develop programme members’ professional skills by enabling them to apply a range of marketing analytical tools through activities and cases; and, • 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 factors that drive and influence the development of market structures and the comparative differences across various business contexts; and, • 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 IT skills and 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; and,


• engage in critical debate regarding the role of marketing from a general management perspective.

Outline content:

The Marketing Management module includes several sections.

Contemporary Marketing Context. This section 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 technology, corporate responsibility and sustainability in the marketplace. We discuss what is new in marketing management research and practice.

Analysing the Marketplace. This section introduces the concept of value in marketing. We explore analytical tools of market research. We discuss the key steps in conducting a market audit in order to understand: the dynamics of the marketplace; the competition and their strategy and tactics; and, customer buying and consumption behaviour as well as market drivers and trends.

Developing and Implementing a Marketing Strategy. This section explores the key elements of a marketing strategy. We look at the processes of segmentation, targeting, and positioning. We also emphasise the integrated nature of strategy and tactical activities in marketing. Brand strategy is a key ingredient here. Decisions on developing and managing marketing activities are also covered in this part.

Engaging with the Customer. This part introduces relationship marketing as an overarching managerial perspective in a service-dominant marketplace. 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 discuss the concept of prosumer.

Ethical and Responsible Marketing. We discuss marketing ethics and corporate social responsibility. We explore ethical frameworks that can be employed when making decisions in marketing.

Brief description of teaching and learning methods:

The module uses a blended-learning approach, incorporating self-study, lectures, practical classes and face-to-face workshop(s), online tutor support and individual or groups tutorials. Key module content will be delivered in 8 half-day workshops. The lectures and workshops comprise a mixture of content delivery, in-class discussion and break-out into group sessions.

Summative assessment- Examinations:
N/A

Summative assessment- Coursework and in-class tests:

There are two components to the assessment of this module:

(a) a group presentation (30%) to be completed in week 15; and,

(b) an individual written assignment (70%) to be submitted in week 15.

Formative assessment methods:

Penalties for late submission:

Penalties for late submission on this module are in accordance with the standard University policy. 

Assessment requirements for a pass:
50%

Reassessment arrangements:

Students who fail to achieve an overall module pass mark of 50% will be re-assessed by the failed element only, as below.

• Reassessment by individual assignment (capped at 50%).  Date of resubmission to be advised by Programme Admin

• • Reassessment mode for group oral assessment and presentation (capped at 50%) to be advised by Programme Admin along with date of reassessment

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: 2 May 2018