Marketing Management


By undertaking the Marketing Management course, students will develop a good understanding of how different Marketing approaches influence business relations and how Marketing managers develop an in-depth understanding and appreciation of the Marketing environment. This should allow students to understand how Marketing plans and strategies can be implemented, in both the for-profit and not-for-profit sectors. The topics that are highlighted in the Marketing Management course will act as an overall introduction and feeder for students wishing to understand how Marketing decisions are made and implemented. It will provide students with a general understanding of the basic concepts and practices of marketing and the marketing management process, as well as an overview of the operation of the marketing function and its relationship with other functions within the business and marketing plan. Topics addressed will include: understanding the role of marketing in organisations; the psychology of buyer behaviour; analysing marketing opportunities; branding; market segmentation; the marketing mix; the fundamental principles of market research; and current issues in marketing.

Aims and Objectives

The aims of this module are to:

(1) Provide students with a comprehensive appreciation and understanding of what Marketing planning involves

(2) Students will explore the various aspects and components of the Marketing operation and developing marketing plans

(3) Students will identify the different approaches to formulating Marketing policy and as a consequence formulate and implement Marketing plans

(4) Students from various backgrounds will interact with their peers and exchange ideas, information and experience relating to different types of Marketing approaches and thus place Marketing within a business strategy context.


Learning Outcomes

By the end of this module students should be able to:

(1) Students will develop their analytical skill base and Marketing decision-making ability

(2) Students will develop their intellectual appreciation of how Marketing policies programmes and strategies are formed and implemented through the marketing plan

(3) Students will be able to relate theory and practice through the application of case studies

(4) Students will be able to develop individual reflective, teamwork and leadership skills

(5) Students will be able to apply the knowledge gained relating to Marketing theory in a decision-making context, enabling them to use Marketing concepts, models, tools and techniques

(6) Students will be able to formulate a Marketing plan that takes into account the different components of the Marketing body of knowledge

(7) Students will be able to reflect critically on a number of business related issues and factors.