Marketing Management and Practice (949N1)

15 credits, Level 7 (Masters)

Spring teaching

Gone are the stable markets of yesteryear. Today's markets are characterised by rapidly changing customers' wants, accelerating pace of technological advances, and intensifying competition, presenting major challenges for both incumbent and upstart enterprises alike.

For most organisations, marketing is a major determinant of success. This course is designed to help students develop an appreciation of the role of marketing and the management of marketing functions in the modern organisation. The impact of marketing and the contribution of marketing to organisational performance in the dynamic, globally competitive markets of today will be addressed. The course will also focus on what being market oriented really means, in practice, to organisations operating in manufacturing and service industries, as well as in profit and non-profit enterprises.

The course will introduce students to the theories, concepts, models, techniques and current best-practices for developing and implementing marketing strategies and actions. Marketing decision-making should not take place in a vacuum. The course will familiarise students with the components of market analysis and strategy development with respect to the organisation, its customers, competitors and collaborators.

There will be more in depth coverage of marketing implementation and control issues through the concept of the integrated marketing mix: the product/service offering and customer service, communications, pricing and channels.

Specific learning objectives include: developing knowledge and understanding of key theories, concepts and models in marketing to guide the development and execution of marketing strategies; 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 verbal presentational skills relating to marketing case studies.

Teaching and assessment

We’re currently reviewing teaching and assessment of our modules in light of the COVID-19 situation. We’ll publish the latest information as soon as possible.

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 33 hours of contact time and about 117 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.

This module is running in the academic year 2021/22. We also plan to offer it in future academic years. However, there may be changes to this module in response to COVID-19, or due to staff availability, student demand or updates to our curriculum. We’ll make sure to let our applicants know of material changes to modules at the earliest opportunity.

It may not be possible to take some module combinations due to timetabling constraints. The structure of some courses means that the modules you choose first may determine whether later modules are core or optional.