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






Credit value


Contact hours

25 hours


Assessment is 100% coursework


This module provides an introduction to Marketing Management for students with different backgrounds, experiences, and level of roles 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 marketing management can create competitive advantage in a dynamic business environment and explains why marketing is central to long-term organisational performance.

By the end of the module students will be able to:

  • Distinguish between rhetoric and reality of marketing by considering real examples of best practice and how these impact on the profitability of small and large business ventures.
  • Focus on the key approaches to market analysis, market development, consumer behaviour, marketing communications and demonstrate the ways in which these can create value added solutions both in acquiring and retaining customers.
  • Apply advanced frameworks, concepts and methods for marketing management decision-making in a dynamic marketplace.
  • Understand why a social conscience is crucial to marketing planning as well as the survival of a contemporary organisation.

Learning outcomes

Upon completion of the module, you 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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