MSc Management / Course details

•  Introduction to the course and core marketing concepts
•  Marketing environment
•  Consumer buying behaviour
•  Segmentation, targeting and positioning
•  Understanding products and services
•  Pricing & marketing channels (retail)
•  Integrated marketing communications strategy
•  Business-to-Business Marketing
•  International & global marketing
•  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.
 

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

• 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.

Summative assessment

On-line assessed discussion board 20% 
Essay plan 20% 
Essay 60%

Formative assessment

Weekly on-line quizzes in VLE
Critical reading exercise presentation

Written and in class

Kotler, P., Keller, K.L., Brady, M., Goodman, M. & Hansen, T. (2019). Marketing Management. Fourth European edition. Harlow, England: Pearson. 

Informal Contact Method

Office Hours

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