MSc Management

Year of entry: 2021

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Course unit details:
Marketing & Marketing Management

Unit code BMAN73081
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

·                     Introduction to the course and core marketing concepts

·                     Marketing environments

·                     Consumer buying behaviour

·                     Segmentation, targeting and positioning

·                     Understanding products and services

·                     Pricing strategies

·                     Integrated marketing communications strategy

·                     Business-to-Business Marketing

·                     Channel management and retailing

·                     Marketing planning and strategy

All unit materials will be made available on Blackboard, including course outlines, assessment material, reading lists, course announcements, video resources and web links. An online student discussion forum will be available and your lecturer may feedback messages to the whole class via Blackboard if the point that you have raised could be of benefit to others.

Pre/co-requisites

BMAN73081 Programme Req: BMAN73081 is only available as a core unit to students on MSc Management

Aims

  • Provide students with a basic understanding of marketing and marketing management.
  • Develop students’ understanding of the key marketing terms and concepts.
  • Develop students’ ability to identify and apply basic marketing concepts used within a range of business contexts.
  • Provide students with a knowledge of marketing tools.

Learning outcomes

At the end of the course students should have developed a comprehensive understanding of marketing concepts and theories. Besides understanding the nature of marketing and its key components and limitations, students should have developed the following abilities:

  • To describe and explain key theoretical concepts in terms of marketing
  • Understand the role of marketing, and how it fits into the management of an organisation
  • Distinguish between effective and ineffective marketing practices
  • Assess the importance of marketing in an organisation’s performance
  • Describe the role of marketing within a range of business contexts
  • Identify and distinguish a marketing philosophy, and the need to be responsive to external market characteristics, demand and competitive pressures.

Assessment methods

Coursework group presentation 30%

Exam 70%  

Feedback methods

Written and in class

Recommended reading

The course textbook is:

Kotler, P. and Keller, K. L. (2015), Marketing Management, 15th Edition. Pearson.

Study hours

Scheduled activity hours
Assessment written exam 2
Lectures 20
Seminars 10
Independent study hours
Independent study 118

Teaching staff

Staff member Role
Florian Dost Unit coordinator
John Pal Unit coordinator

Additional notes

Informal Contact Method

Office Hours

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

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