Module Title:   Marketing Management and Strategy

Module Credit:   10

Module Code:   MAN0713M

Academic Year:   2015/6

Teaching Period:   Semester 1

Module Occurrence:   A

Module Level:   FHEQ Level 5

Module Type:   Standard module

Provider:   Management

Related Department/Subject Area:   School of Management

Principal Co-ordinator:   Head of Group, Mkt Strategy & Int Business

Additional Tutor(s):   -

Prerequisite(s):   MAN1073L     MAN0105M

Corequisite(s):   None

Aims:
To enable you to understand the principles of marketing management, planning and strategy.
To develop an appreciation of the nature of the competitive, demand driven and fast-changing market environment, and the social, environmental and ethical constraints influencing the achievement of corporate goals.
To become familiar not only with the theories reviewed, but also being analytical and critical in terms of their managerial implications.

Learning Teaching & Assessment Strategy:
A series of lectures are given to provide inputs on concepts and theoretical frameworks (LOs 1a, 1b, 1c, 2a and 2b), and tutorials where the application of the theory to the simulation is reviewed, by use of case studies (all learning outcomes). Groups will present their analysis of cases and receive oral feedback (Los 3a, 3b and 3c).
The assessment consists of individual and group components. The group assignment focuses on assessing application of the theories and analytical skills in the context of marketing strategy and planning as well as facilitating team-working and problem-solving skills. The individual closed-book examination focuses on assessment knowledge and understanding of theories and concepts in the subject area.

Lectures:   12.00          Directed Study:   80.50           
Seminars/Tutorials:   6.00          Other:   0.00           
Laboratory/Practical:   0.00          Formal Exams:   1.50          Total:   100.00

On successful completion of this module you will be able to...

a) understand relevant theories in the area of marketing strategy and planning; b) become conversant with a full range of marketing management and strategy frameworks; and c) understand the influences on the market environment, including demographic, ethical, social and environmental factors.

On successful completion of this module you will be able to...

a) systematically apply marketing management and strategic tools to a practical business situation, including the international context; b) critically analyse the business environment; and c) develop creative skills in problem-solving in the context of marketing strategy and planning.

On successful completion of this module you will be able to...

a) effectively define managerial problems and engage in the evaluative decision-making process; b) develop written and oral presentation skills; and c) understand and perform a role within a group, and effectively contribute to the goal of the group.

  Examination - closed book 1.50 50%
 
  Examination
  Coursework   50%
 
  Group report of up to 3000 words
  Examination - closed book 1.50 50%
 
  Supplementary Examination
  Coursework   50%
 
  Supplementary Individual reflective assignment of up to 1000 words

Outline Syllabus:
Marketing as a function; the marketing environment, including political, social and environmental factors; marketing management process; marketing planning process; marketing strategy; segmentation, targeting and positioning; competitive strategy; strategy implementation; managing customer relations; organising for marketing; product portfolio management; marketing mix; pricing strategy; distribution strategy; communications strategy; product management and strategies; internal marketing; feedback/control; marketing budget; marketing frameworks; process and orientation; international aspects of marketing.

Version No:  14