The marketing management module explores the scale and scope of the marketing task undertaken within any organisation which exchanges value with their stakeholders in a range of environments. The marketing task is heavily dependent upon the context in which the firm operates. Thus, the module highlights how the marketing management process might shift according to whether the organisation operates in business to business, service or business to consumer arena. Similarities and dissimilarities in the marketing management tasks are identified and appropriate marketing management theories, tools, techniques and processes are reviewed in terms of their appropriateness, contingent on the marketing situation. Topics covered will explore the relationship marketing has with strategic management and the way the firm sets direction in the context of national and international environments, competition and other stakeholders. It will look at customers from business and consumer perspectives and the way in which target markets are identified.
The module will extensively address the above issues through lectures, seminars, case studies and student presentations and will be assessed by group work and examination.