Last modified: 25 Sep 2019 09:58
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 |
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| Term | First Term | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | Offshore | Sustained Study | No |
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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.
| Assessment Type | Summative | Weighting | 20 | |
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| Assessment Type | Summative | Weighting | 10 | |
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| Knowledge Level | Thinking Skill | Outcome |
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| Assessment Type | Summative | Weighting | 70 | |
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| Assessment Weeks | Feedback Weeks | |||
| Feedback | ||||
| Knowledge Level | Thinking Skill | Outcome |
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There are no assessments for this course.
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