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BSc Management (Accounting & Finance) with Industrial/Professional Experience

Year of entry: 2022

Course unit details:
Marketing Management

Course unit fact file
Unit code BMAN24281
Credit rating 20
Unit level Level 2
Teaching period(s) Semester 1
Offered by Alliance Manchester Business School
Available as a free choice unit? No

Overview

The course aims to enable students to acquire an in-depth knowledge of marketing, with a critical approach to assessing concepts and strategies. It also equips students with the knowledge of strategy process and writing marketing plans.

Pre/co-requisites

Unit title Unit code Requirement type Description
Marketing Foundations BMAN10101 Pre-Requisite Compulsory
BMAN24281 has pre-requisites of: BMAN10101. Only available to students on: Mgt/Mgt Specialism; IMABS and IM. Core for BSc Management with Marketing specialism and BSc ITMB with Marketing specialism.

Aims

  1. To provide an in-depth knowledge of the marketing process
  2. To demonstrate the importance of creating value in marketing
  3. To inform students on designing value driven strategies and marketing mix

Learning outcomes

  1. Demonstrate a knowledge of how an integrated marketing strategy and plan is designed
  2. Assess alternative ways of creating customer value and designing marketing mix to support marketing strategy
  3. Analyse the impact of the ever-changing landscape within the environment in which organisations operate
  4. Demonstrate knowledge of the content of a marketing plan and how to put one together
  5. Research and evaluate marketing strategies adopted by real-life organizations

Syllabus

• Defining Marketing Management
• Analysing Marketing Micro-and-Macro environment
• Marketing Research
• Business and Consumer Buyer Behaviour
• Segmentation, Targeting and Positioning
• Competitor Analysis
• Competitive Advantage
• Competitive Positioning
• New Product Development 
• Customer Relationship Management
• Product and Services Management
• Pricing Management
• Channel Management
• Promotion Management
• Sustainable Marketing

Teaching and learning methods

Lectures and seminars

Lecture Hours: 10x2 hour lectures per week

Seminar Hours: 4x2 hour seminars /week

Total hours: 30 Hours

Employability skills

Other
Students will learn, and improve upon their existing, research skills. They will be able to assess alternative strategies and marketing programmes, as well as learn the practical skill of writing marketing plans.

Assessment methods

2 hour case-based exam 60%
Group Report (3,500 word) and Presentation 40% 

Feedback methods

Formative and summative feedback will be provided on Blackboard, on scripts, in class & in seminars

Generic feedback from previous years to be published on Blackboard

Recommended reading

Core Text: Kotker, P. & Keller, K.L. (2015) Marketing Management, Boston: Pearson

Supplementary Texts:

Hooley, G. J., Piercy, N. F., & Nicoulaud, B. (2011). Marketing strategy and competitive positioning.

Study hours

Scheduled activity hours
Lectures 20
Seminars 8
Independent study hours
Independent study 172

Teaching staff

Staff member Role
Magda Hassan Unit coordinator

Additional notes

Pre-requisites: BMAN10101
Co-requisites: None

Programme Restrictions:

BSc Management/Management (Specialisms)

BSc International Management with American Business Studies

BSc International Management

Core: BSc Management (Marketing)

For Academic Year 2022/23

Updated: March 2022

Approved by: March UG Committee

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