Business and management studies

Marketing Management (MBA)

Module code: 706N1B
Level 7 (Masters)
15 credits in autumn teaching
Teaching method: Not yet finalised
Assessment modes: Coursework

Today's markets are characterised by unprecedented customers' demands for superior value in the products and services they purchase, accelerating pace of technological change, and ever-fiercer competition, posing extreme challenges to incumbent, and upstart, enterprises alike. In the face of complexity and radical market changes, marketing, the implementation of market-driven strategies, and the pursuit of market-driving innovations, constitute major determinants of organisational success.

This module aims to provide you with a comprehensive knowledge of the role of marketing and marketing management functions in the modern organization and the key concepts and tools to guide effective marketing analysis, planning and implementation. The impact of marketing activities and the contribution of the marketing function to organisational performance in the dynamic, globally competitive markets of today will be addressed.

The module will also focus on what being market-oriented means, in practice, to organisations operating in manufacturing and service industries, as well as in profit and non-profit enterprises. You will be introduced to the theories, concepts, models, techniques and current best-practices for formulating and implementing marketing strategies and actions.

Marketing decision-making should not take place in a vacuum. The module will familiarise you with the components of market analysis and strategy development with respect to the organisation, its customers, competitors and collaborators. There will be more indepth coverage of marketing implementation and control issues through the concept of the integrated marketing mix: the product/service offering and customer service, promotions/communications, pricing and channels.

Specific learning objectives include:

  • developing knowledge and comprehension of key theories, concepts and models (tools) in marketing to guide the formulation of marketing strategies, marketing plans and actions;
  • developing the skills to critically analyse marketing situations facing organisations;
  • gaining understanding of marketing decision options and refining decision-making and analytical skills; and
  • developing written and oral presentational skills relating to marketing case studies.

Module learning outcomes

  • Critically appraise the role of marketing and contribution of marketing functions in achieving organisational success in wide ranging, competitive business environments.
  • Discriminate between complex and dynamic market environments and be able to interpret their impacts on marketing decisions and activities that are appropriate for national and/or international.
  • Critically assess and draw selectively from the toolkit of marketing concepts and analytical frameworks, in order to formulate marketing strategies and implementation plans.
  • Defend and justify proposals for marketing plans and actions, which are suitable for board level discussion.