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  4. 2015-2016
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  6. BU5039: Marketing Management

BU5039: MARKETING MANAGEMENT (2015-2016)

Last modified: 25 Mar 2016 11:38


Course Overview

The course will apply theoretical and practical content to explore the key concepts of marketing management to provide students with an understanding of planning, coordinating and controlling marketing activities. It aims to take students understanding beyond what has been labelled as a transaction-based approach to a relationship-based approach. As such the aim is to provide students with an understanding of the role of marketing in establishing, developing and maintaining relationships for mutual gain. This will be achieved through a combination of lectures, seminars, simulations and directed private study.

Course Details

Study Type Postgraduate Level 5
Term First Term Credit Points 15 credits (7.5 ECTS credits)
Campus None. Sustained Study No
Co-ordinators
  • Dr Elizabeth Thomson

Qualification Prerequisites

None.

What courses & programmes must have been taken before this course?

  • One of MRes Business Research (Studied) or MSc Environmental Partnership Management (Studied) or MSc International Business Management (Studied) or MSc Marketing Management (Studied) or Master of Science Professional Communication (Studied) or MSc in Global It Entrepreneurship (Software Engineering) (Sept St) (Studied)
  • Any Postgraduate Programme (Studied)

What other courses must be taken with this course?

None.

What courses cannot be taken with this course?

None.

Are there a limited number of places available?

No

Course Description

The course will apply theoretical and practical content to explore the key concepts of marketing management; core competencies, competitive advantage; customer behaviour, competitive analysis and intelligence, relationships in the value chain, planning and portfolio analysis; Segmenting, targeting and positioning; buyer-seller relationships; the marketing mix; organising, implementing the marketing mix; budgeting and controlling; research and the MIS. This will be achieved through a combination of lectures, seminars, simulations and directed private study.

Contact Teaching Time

Information on contact teaching time is available from the course guide.

Teaching Breakdown

More Information about Week Numbers


Details, including assessments, may be subject to change until 30 August 2024 for 1st term courses and 20 December 2024 for 2nd term courses.

Summative Assessments

First attempt: essay 1 (1600 words) 30%, essay 2 (2000 words) 40%, group presentation 10%, group report 20%. 

Resit: Student groups achieving a grade of less than D3 for the group report will be required to resubmit this element. This re-submission must take place within 4 weeks of the feedback being received. If a student fails to reach an overall pass mark of D3 they may be permitted to resit one of the individual assignments in lieu of a failing individual assignment. Students resitting an individual piece will be required answer a different question from the original question. 

Formative Assessment

There are no assessments for this course.

Feedback

None.

Course Learning Outcomes

None.
 

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