Marketing Management

This module information is representative of what is included in the module in a given year. Details of actual reading, lectures and coursework may vary year to year and will be available at the beginning of the semester. 

Module Co-ordinator

 Professor Paul Freathy

Semester

 Autumn

Level

11

Credit value

10

Contact hours

25 hours

Assessment

100% coursework

Objectives

This module provides an introduction to Marketing Management for professionals with different experience, working in a variety of industries. The module conveys marketing as a core management competence and is designed to develop an understanding of the importance of customer values. How to create and communicate these values and how best to deliver these will also be explored. The role of marketing in developing profitable and sustainable businesses is the key focus of the module and the emphasis will be on the interpretation and meaning of marketing management concepts at a strategic level. Successful marketing management stems from critical analysis and the reasoned application of marketing principles in a dynamic business environment. This module identifies how a customer centric approach to management can create competitive advantage in the current international environment and explains why marketing is central to long-term organisational performance.

Learning outcomes

By the end of the module students will have:

  • An understanding of current marketing terminology, concepts and theories
  • An appreciation of the role and relevance of marketing to managers
  • A strategic understanding of marketing management and its impact on internal business decisions
  • An ability to diagnose market and customer segments and an appreciation of how to target these segments
  • An appreciation of how creative and adaptive thinking can create opportunities that result in new market positions

 

 

 

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