Year of entry: 2021
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Course unit details:
Marketing & 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|
· 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.
- 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.
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.
Coursework group presentation 30%
Written and in class
The course textbook is:
Kotler, P. and Keller, K. L. (2015), Marketing Management, 15th Edition. Pearson.
|Scheduled activity hours|
|Assessment written exam||2|
|Independent study hours|
|Florian Dost||Unit coordinator|
|John Pal||Unit coordinator|
Informal Contact Method
Online Learning Activities (blogs, discussions, self-assessment questions)