
Course unit details:
Fundamentals of Marketing Management
Unit code | BMAN73991 |
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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 |
Overview
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.
Pre/co-requisites
Aims
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
Syllabus
- 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 | |
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Lectures | 20 |
Practical classes & workshops | 5 |
Seminars | 5 |
Independent study hours | |
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Independent study | 120 |
Teaching staff
Staff member | Role |
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Judith Zolkiewski | Unit coordinator |
Additional notes
Informal Contact Methods
Office Hours
Online Learning Activities (blogs, discussions, self-assessment questions