MKTG07078 2016 Marketing Management

Illustrate the role of marketing practice in modern business

Show critical, analytical and diagnostic skills within the overall marketing framework

Analyse the market, develop strategies, deliver and manage successful marketing programmes regardless of size of organisation, type of business activity and business orientation.

Critically evaluate the importance of gathering and interpreting marketing intelligence

Evaluate the role of customer relationships, brands and segmentation in the marketing process

Apply marketing theories, models and practices in real life scenarios

Lecturers, Tutorials, In-class discussion, Presentations, Role play Case studies

Final Exam 60%

Continuous Assessment 40% (may include one or more of the following: Presentations, Projects, Role play, Case studies, Multiple choice questions, Short questions, Essays, Open book exams)

Reassessment of this module will consist of a repeat examination and/or repeat coursework

The Role of Marketing Management in an Organisation

• Overview of the fundamental marketing concepts
• Philosophies of marketing
• The evolving role of marketing in organisations
• Contemporary issues (green marketing, consumer insights, globalisation, demographics)

Developing Marketing Strategies and Plans

• Marketing and customer value (Value delivery process, Porter's Value Chain, Core competencies)
• Corporate and Division Strategic Planning (defining the mission, establishing SBU's, assigning resources to SBU's using tools like BCG, GE model, etc, and assessing growth opportunities using the strategic planning gap analysis, Ansoff's product expansion)
• Business unit strategic planning (7 steps, including SWOT, Porter's Generic Strategies, strategic alliances, McKinsey's 7S's)
• Product planning (marketing plan)

Gathering Marketing Intelligence

• Gathering information and scanning the environment (marketing information system, analysing the macro environment)
• Conducting marketing research (marketing research process)
• Marketing metrics (measuring marketing effectiveness)

Creating Customer Value, Satisfaction and Loyalty

• Building customer value, satisfaction and loyalty (customer relationship management)
• Analysing consumer markets
• Analysing business markets

Segmentation, Targeting and Positioning: Building the Right Relationships with the Right Customers

• Levels of market segmentation
• Segmenting consumer markets and business markets
• Target marketing
• Positioning strategies

Building Strong Brands and Crafting the Brand Positioning

• Creating brand equity (what it is, how to build, measurement, brand management)
• Developing and communicating a positioning strategy (positioning, differentiation strategies, product life cycle strategies)