Programme And Module Handbook
Course Details in

If you find any data displayed on this website that should be amended, please contact the Curriculum Management Team.

Module Title LM Marketing Management
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 07003
Module Lead Peter Hyde
Level Masters Level
Credits 20
Semester Semester 1
Restrictions MSc Marketing candidates only

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.

Learning Outcomes

On completion of this module the student will be able to:

  • demonstrate a comprehensive knowledge and understanding of the critical principles and issues involved in managing the main decision areas of marketing management;
  • critically evaluate the scope of marketing decisions and the importance of co-ordination for effective implementation;
  • demonstrate a critical awareness of the theory and practice behind product, pricing, distribution and communication decisions, and appraise the differences in emphasis within different business sectors.
Assessment 07003-01 : Exam : Exam (Centrally Timetabled) - Written Unseen (70%)
07003-02 : Coursework : Coursework (30%)
Assessment Methods & Exceptions 3 hr written examination 70% Group coursework - 2,000 words 30% Reassessment - 3 hour examination (100%)
Other none
Reading List