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Unit information: Marketing Management in 2018/19

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Unit name Marketing Management
Unit code MGRCM2015
Credit points 15
Level of study M/7
Teaching block(s) Teaching Block 2 (weeks 13 - 24)
Unit director Ms. Marini
Open unit status Not open




School/department School of Management
Faculty Faculty of Social Sciences and Law

Description including Unit Aims

The unit begins with an introduction to Marketing in the Twenty-first Century and then covers the following areas: the importance of building customer satisfaction through quality, service and value; the formulation of an effective marketing strategy for organisational success; the importance of in-depth marketing analysis: to include customer analysis, competitor analysis and company analysis; the marketing mix to include product strategy, pricing, advertising and promotion and distribution; the management and delivery of the total marketing effort including on-line marketing programmes; ethics and socially responsible marketing practices; the use of a step by step procedure to develop a comprehensive marketing plan.

The unit aims to provide a critical understanding of the theory and practice of marketing management, to include the analysis of marketing opportunities, identification and selection of target markets, the development of marketing strategies, the planning of marketing programmes, and the management, delivery and control of the marketing effort, as well as marketing ethics.

Intended Learning Outcomes

By the end of the course students should be able to:

  • demonstrate awareness, understanding and application of the basic concepts and theories of marketing;
  • critically appraise the major concepts and theories associated with marketing management;
  • select and apply techniques for the analysis of marketing opportunities;
  • apply methodologies for assessing and managing the organisation’s marketing capabilities;
  • develop a comprehensive marketing plan from initial assessment to completed proposal.

Teaching Information

Lectures (50% of contact hours)

Case studies, group work, seminars (50% of contact hours)

Assessment Information

A portfolio of techniques will be used:

Summative assignments:

  1. Group project to produce a detailed marketing plan of approximately 8,000 words (40% of overall mark). Students will be divided into groups of 5 or 6 (depending on size of class) and each group will be required to produce a marketing plan. The project will demonstrate whether students understand and can apply concepts and theories of marketing management as they will need to select and apply analytical techniques to assess an organisations marketing capabilities and opportunities and use these to determine a detailed strategy for the marketing of a product or service. The group project will be completed in tandem with the individual work.
  2. Students will also be asked to write an individual critical assessment of a theoretical model of approximately 1,500 words. This will be worth 60% of the overall mark. This will provide an individual component to the overall assessment and will demonstrate whether you are able to critically appraise marketing concepts and theory. Students will be expected to refer to the academic literature.

Formative assignment:

  1. Presentation of plan. The presentation will demonstrate whether students are able to convincingly pitchtheir plan to a panel and to answer questions on it. This will further assess their awareness of concepts and theories. Furthermore, feedback for the presentation can be applied to improve the marketing plan which is summatively assessed.

Reading and References

  • Baines P., Fill C. and Page K., (2014) Marketing, 3rd edition, Oxford University Press
  • Kotler, P., Armstrong, G., Harris L., & Piercy N., (2013) Principles of Marketing, 6th edition, Pearson Education Ltd, Essex
  • Dibb S., Simkin L., Pride W. & Ferrell O., (2012), Marketing concepts & strategies, 6th edition,Cengage Learning
  • Baines, P. Fill, C., Rosengren, S. (2017) Marketing, 4th Edition, Oxford University Press, Oxford.
  • Kotler, P., Keller, K. L. (2016) Marketing Management, 15th Edition, Pearson Education Limited, Essex.
  • Blythe, J. (2014) Principles & Practice of Marketing, 3rd Edition, Sage Publications Ltd., London.