Marketing Management (MBA) (706N1)

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 module 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 module 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 module 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 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, 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.

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 2021/22. 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.