Marketing Management

Convenor: Dr. Kannika Leelapanyalert
Assessment: The assessment consists of a two-hour written examination in the autumn term (75% of the overall mark) and a group presentation in the class seminar (25% of the overall mark).

Aims

The aims of this module are:

• To provide students with a critical understanding of the basic concepts and practices of marketing and the marketing management process; and
• To provide an overview of the operation of the marketing function within a wide range of profit seeking and not for profit organizations.

Learning objectives

The course has the following learning objectives:

• to provide students with a comprehensive appreciation and understanding of what Marketing involves;
• students will explore the various aspects and components of the Marketing operation;
• students will identify the different approaches to formulating Marketing policy and as a consequence formulate and implement Marketing plans and strategies; and
• Students from various backgrounds will interact with their peers and exchange ideas, information and experience relating to different types of Marketing approach and thus place Marketing within a business strategy context.

Content

The Issues in Marketing Management course will act as an overall introduction and feeder for students wishing to understand how Marketing decisions are made and implemented. It will provide students with a general understanding of the basic concepts and practices of marketing and the marketing management process; and an overview of the operation of the marketing function and its relationship with other functions. Topics addressed will include: understanding the role of marketing in organizations; the psychology of buyer behaviour; analysing marketing opportunities; market segmentation; the marketing mix; the fundamental principles of market research; and digital marketing.

Background reading

• Paul Baines, Chris Fill and Kelly Page, (2008), Marketing, Oxford: Oxford University Press
• Baker M.L. (2006) Marketing: An introductory Text, 7th Edition, Argyll: Westburn Publisher Ltd.
• Solomon, M., Marshall, G., Stuart, E., Mitchell, V., Barnes, B. (2009) Marketing: Real people, Real decisions, Essex, Pearson Education Ltd.
• Kotler, P., Armstrong, G., Wong, V., Saunders, J. (2008), Principles of Marketing, 5th European Edition, Pearson Education Ltd.