Marketing Management

Module Description

This course emphasises a strategic marketing perspective by providing the student with specific tools and frameworks for making marketing decisions that take best advantage of the conditions in which the firm finds itself : both internally, in terms of the firm's mission and competencies, and externally, in terms of the market and competitive context in which it operates. This decision-focused approach is evident throughout the course design and delivery.

What will I learn

By the end of the module students should be able to:

• Demonstrate an advanced level of knowledge about key marketing concepts and techniques and critically evaluate their relevance in strategic decision-making
• Develop a higher-level ability to make strategic marketing decisions
• Explain the importance of the marketing mix and how the 'tools' can be integrated to achieve strategic objectives
• Analyse marketing problems and opportunities, identify and evaluate alternative courses of action, and recommend workable solutions
• Produce a strategic marketing plan for an organisation or product/service of choice

Please note these modules are subject to change