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2010/1 Module Catalogue
 Module Code: MANM268 Module Title: MARKETING MANAGEMENT
Module Provider: School of Management Short Name: MANM268
Level: M Module Co-ordinator: KOLSAKER AM Dr (SoM)
Number of credits: 15 Number of ECTS credits: 7.5
Module Availability
Assessment Pattern







Unit(s) of Assessment



Weighting Towards Module Mark (%)


2,000 word individual assignment






2 hr Closed Book Examination






Qualifying Condition(s)



Must obtain 50% overall to pass module.





Module Overview

 The rationale for this module is:



·                To provide students with knowledge and understanding of principles and practice of marketing management within an organisational setting.



The emphasis of the module is the management of marketing within contemporary settings.  As such, the module includes material on marketing philosophies, context, strategies, operations, structures, systems, techniques and tactics and all customer-facing functions.  The module covers key concepts and issues such as environmental factors, consumer behaviour, marketing planning, segmentation, targeting and positioning, new technology, services marketing and ethics as well as the marketing mix. 



Module Aims

This module aims to:



To provide students with a rigorous theoretical framework for analysing and understanding marketing in various contexts. Integrating theoretical concepts and models with practical application, the module aims to enable students to understand the contribution marketing can make to business success. For MBA students there is the additional objective of ensuring that industrial experience is shared within the cohort
Learning Outcomes

On successful completion of this module, the student will be able to demonstrate knowledge and understanding of:



·                     The scope and character of marketing within increasingly dynamic market contexts



·                     Approaches to marketing management



·                     Strategic and tactical marketing management concepts and methods



·                     Social and ethical issues relating to marketing policies, procedures and practices







Critically evaluate:



·                     Various approaches to marketing management



·                     Application of planning tools for marketing and market research



·                     Various marketing philosophies, approaches and designs






·                     Marketing management strategies



·                     Operational marketing management concepts and methods



·                     Decision-making skills in relation to marketing management



·                     Recognise and evaluate alternative approaches to marketing planning activities






  • An ability to discuss marketing concepts


  • An ability to compose concise reports.


Module Content

·                     Marketing Contexts and Philosophies and



·                     Consumer Behaviour



·                     Marketing Research



·                     Approaches to Planning and Positioning



·                     Product & Branding Strategies



·                     Pricing Strategies



·                     Marketing Communications



·                     Distribution 



·                     Services & Relationship Marketing



Methods of Teaching/Learning



The Teaching and Learning Strategy is designed to provide a range of delivery methods in a blended way to facilitate the development of skills in the four areas set out above. 

The Teaching and Learning Methods include:



  • Lectures


  • Seminars


  • Workshops


  • Assignment


  • Examination


  • ULearn


Selected Texts/Journals



Essential Readings



Kotler, P., Armstrong, G., Wong, V. and Saunders, J. (2008) Principles of Marketing; 5th European Edition, Harlow , Pearson Education.  



Students will also have access to Pearson’s interactive ‘MyMarketingLab’.





Recommended Readings



Blythe, J. (2006) A Very Short, Fairly Interesting and Reasonably Cheap Book about Studying Marketing, London , Sage.



Blythe, J. (2009) Key Concepts in Marketing, London , Sage.



Dowling, G. (ed.) (2005) The Art and Science of Marketing: Marketing for Marketing Managers, Oxford, Oxford University Press.



Keller, K. (2007) Strategic Brand Management, New Jersey , Prentice Hall.



Supporting Readings


In addition there are a number of key academic marketing journals suitable for wider reading, for example:



European Journal of Marketing



International Journal of Advertising



Journal of Consumer Research



Journal of Marketing Communications



Journal of Marketing Management



Students are informed that these, and other academic journals, can be accessed simply using the keyword search facility on EBSCO.  Students are expected to read widely and, besides the core text, access academic journals and marketing trade publications.  These are available via the Business Source Complete electronic database/EBSCO/the Library website.













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