MSc Marketing / Course details
Year of entry: 2021
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Course unit details:
Fundamentals of Marketing Management
|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.
To provide an understanding of marketing theory and principles, such as the marketing mix.
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
60% 2,000 word essay
40% 4 in-class on-line tests worth 10% each
Written, verbally during class and via Blackboard.
Kotler, P. and Keller, K.L. (2016). Marketing Management, 15th Edition, Pearson Education. (on-line
|Scheduled activity hours|
|Practical classes & workshops||5|
|Independent study hours|
|Judith Zolkiewski||Unit coordinator|
Informal Contact Methods
Online Learning Activities (blogs, discussions, self-assessment questions