BSc Management (Innovation, Strategy and Entrepreneurship)

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.

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.

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

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

• 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

Lectures and seminars

Lecture Hours: 10x2 hour lectures per week

Seminar Hours: 5x2 hour seminars /week

Total hours: 30 Hours

Summative:

Exam 60%
Group Report 40% 

 

Formative:

Group report presentation

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

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.

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 2023/24

Updated: March 2023

Approved by: March UG Committee