Marketing Management

Description

This module is designed to equip learners with a conceptual knowledge of marketing management and to enable them to analyse marketing opportunities and to make marketing decisions. Marketing is the core of an operating business. It is an organisational philosophy and a set of guiding principles for interacting with customers, competitors, and the environment. Marketing is reponsible for creating and delivering customer value to the benefit of the organisation and its stakeholders. It involves identifying and measuring consumers' needs and wants and then developing marketing strategy and implementation programmes for offerings that satisfy customers’ needs better than the competition. 

Learning Outcomes

  1. Demonstrate a conceptual knowledge of marketing management and its interaction with other aspects of business management.

  2. Use core marketing concepts to evaluate marketing scenarios.

  3. Analyse marketing opportunities and challenges in markets, competition and the marketing environment.

  4. Develop a marketing plan.

  5. Make appropriate marketing decisions backed by solid reasoning.

  6. Demonstrate an appreciation of the importance of ethics and social responsibility in making marketing decisions.

  7. Research and compile information in a meaningful way, and present information effectively in both a written and a verbal fashion.

Credits
05
% Coursework 50%
% Final Exam 50%