This module provides students with an understanding of the role and major elements of marketing management.  The aims of this module are to: furnish students with a broad-based understanding of the factors, mechanisms and processes relevant to establishing and maintaining effective marketing management activities, and provide them with the ability to critically evaluate and apply marketing issues in contemporary business settings.

A. Knowledge and Understanding:

• Appreciate the evolution of the marketing concept.
• Understand further approaches to marketing such as retailing, NFP and international marketing.
• Demonstrate knowledge of fundamental marketing models, processes and concepts and their practical application.
• Understand key strategic influences from the environment.

B.   Intellectual Skills:

• Apply and evaluate key theoretical and analytical perspectives found in the marketing management literatures.
• Evaluate the importance for marketing decision making taking account of key strategic influences from the environment.

C.   Discipline Specific Skills:

• Application of Knowledge; Application of Theories/Models; Problem  solving
• Explain and evaluate the conceptual and practical virtues of the 4P and relational-orientated conceptions of marketing.

D.   Transferable Skills:

• Demonstrate understanding and ability to construct an argument within exam essays and in a written assignment.

There are a minimum of 22 hours of direct contact with students.  These are supported by detailed handouts and subsequent structured reading (recommended reading is detailed in the handouts) and a range of in-class exercises, in order to empower the students to critically assess and evaluate the subject matter.  Additional exercises are set for students to complete during self-study time.  Students are further supported throughout the module via electronic communication facilities.

The assessments contain questions designed to cover all the learning outcomes for the module and to test skill development.  Questions set are not only designed to test students’ basic knowledge and understanding of the comprehensive syllabus, but also to appraise their ability to apply such knowledge to business situations; through analysing practical situations using appropriate techniques and developing relevant arguments.

Informal assessment:  classroom exercises, where students will be encouraged to analyse contemporary case examples.  The discussions surrounding these exercises are designed to provide an indicator of knowledge assimilation and skill development and provide a stimulus for independent study.

The module is structured around this theme:

•  Marketing Management - covers issues relating to the management of marketing activities in modern organisations - incorporating insights into the marketing management process, customer insight, market positioning and targeting.

All essential reading materials will be digitised and available online via Learning Central.

Jobber, D. and Ellis-Chadwick, F. 2016. Principles and practice of marketing. 8^th ed. London: McGraw Hill Higher Education. Available at Aberconway library.

Johnson, G. et al. 2017. Exploring strategy: text and cases. 11^th ed. Harlow: Pearson.
Available at Aberconway library and online at: http://bit.ly/2tMBNDC