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Module Title Marketing Management
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 27757
Module Lead Dr Rosalind Jones
Level Intermediate Level
Credits 10
Semester Semester 1
Pre-requisites
Co-requisites
Restrictions None
Contact Hours
Exclusions
Description This module focuses on the practical application of marketing techniques and the management of a firm's marketing planning and marketing management activities and resources.

The module introduces students to the fundamental principles of marketing management by considering the strategic decisions that managers make around choosing target markets, developing a value proposition for target customers, and planning and making the firm’s offerings distinctive from those of competitors. The processes that translate marketing decisions into marketing programmes at the tactical level are considered. The role of marketing research in informing these decisions is also applied. Finally the module focuses on the practical issues around the implementation and control of the marketing programs discussed.
Learning Outcomes By the end of the module students should be able to:
  • Demonstrate knowledge and understanding of the marketing management function within organisations.
  • Evaluate different managerial perspectives on the marketing function across business, government and consumer markets in both domestic and global contexts.
  • Choose and apply the relevant concepts and tools for analysing market opportunities and translating marketing decisions into marketing programmes.
  • Research and apply relevant marketing research and consumer understanding to inform future marketing decisions.
Assessment 27757-01 : Marketing Management Final Essay : Coursework (100%)
Assessment Methods & Exceptions Assessments:
Individual coursework: 2,500 words (100%)

Reassessment: Individual coursework: 2,500 words (100%).
Other None
Reading List