Marketing Management

Department of Marketing, Business School

College of Social Sciences

Details

Code 07003

Level of study Masters Level

Credit value 20

Semester 1

Module description

The challenges of marketing management - from 4P's to relationship marketing and management. The planning and management of products and services. Buyer behaviour, market segmentation and positioning. Direct and on-line marketing. The theory and practice of pricing decisions, and links with quality, value and service. Distribution channels, logistics, retailing and wholesaling concepts. Importance of integrated marketing communications and the mix of tools required to move a product or service from supplier to buyer - with particular emphasis on advertising, sales promotion, PR and packaging. International marketing challenges and opportunities. The module will be taught through a combination of formal lectures, case studies and student presentations, together with private study and coursework. The module will be taught through a combination of formal lectures, case study seminars and student presentations, together with private study and coursework.