MSc Marketing / Course details

Year of entry: 2021

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Course unit details:
Fundamentals of Marketing Management

Unit code BMAN73991
Credit rating 15
Unit level FHEQ level 7 – master's degree or fourth year of an integrated master's degree
Teaching period(s) Semester 1
Offered by Alliance Manchester Business School
Available as a free choice unit? No


The module aims to introduce students with no previous experience of the discipline of marketing to its role in the overall management process, principally at a strategic but also at an operational level.  For students who have some experience of the subject, to reinforce their knowledge base.  For all students, to offer a range of ideas, some of which have been formulated as a result of recent research in the School.


BMAN73991 Programme Req: BMAN73991 is only available as a core unit to students on MSc Marketing


To provide an understanding of marketing theory and principles, such as the marketing mix.

Learning outcomes

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

  • Provide a critical analysis of the various marketing principles. They should demonstrate this verbally, during class discussions, and in their written work.
  • Discuss how marketing fits into the overall business process.
  • Understand the constraints and challenges that marketing faces.
  • Understand that there are a variety of possible tools and tactics that can be used in marketing


  • The nature of marketing
  • Global Marketing Environment
  • Consumer and Business Markets
  • Value through products and services
  • Value through pricing
  • Marketing Channels and distribution
  • Marketing Communication
  • Segmentation, targeting and positioning
  • Critical review of the Marketing Mix

Teaching and learning methods

Formal Contact Methods

Minimum Contact hours: 20 

Delivery format: Lecture and Workshops 

Assessment methods

60% 2,000 word essay

40% 4 in-class on-line tests worth 10% each

Feedback methods

Written, verbally during class and via Blackboard.

Recommended reading

Kotler, P. and Keller, K.L. (2016). Marketing Management, 15th Edition, Pearson Education. (on-line

Study hours

Scheduled activity hours
Lectures 20
Practical classes & workshops 5
Seminars 5
Independent study hours
Independent study 120

Teaching staff

Staff member Role
Judith Zolkiewski Unit coordinator

Additional notes

Informal Contact Methods

Office Hours

Online Learning Activities (blogs, discussions, self-assessment questions

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