Last modified: 22 May 2019 17:07
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.
| Study Type | Postgraduate | Level | 5 |
|---|---|---|---|
| Term | Second Term | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | None. | Sustained Study | No |
| Co-ordinators |
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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.
Information on contact teaching time is available from the course guide.
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.
There are no assessments for this course.
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