Marketing Management (883N1)

15 credits, Level 7 (Masters)

Autumn 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 you 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 you 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 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, communications, pricing and channels.

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.

We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2022/23. However, there may be changes to these modules in response to feedback, staff availability, student demand or updates to our curriculum. We’ll make sure to let you know of any material changes to modules at the earliest opportunity.