MEEN40830 Marketing for Engineering Managers

Academic Year 2021/2022

This postgraduate module, part of the Master of Engineering Management programme, is designed for engineering professionals with a minimum of five years work experience.

Marketing is primarily concerned with the broad task of serving customers of the firm through providing them with the goods, services or ideas that best match their needs and wants. To achieve this, marketers must be aware of the context within which their decisions take place, they must develop products that customers want, set a price at which the customer will buy while realising a profit for the company, make the product available to customers in a convenient fashion and ensure that customers are aware of the products availability. This is a complex task, and involves the management of a multitude of internal and external forces. The outcome of this module will be to familiarise you with the vocabulary, tools and frameworks of marketing and to provide you with the ability to apply this knowledge in a variety of commercial settings.

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Curricular information is subject to change

Learning Outcomes:

On completion of this module, students will be able to:
1. Synthesise the market-led processes by which firms create, design & launch continuous streams of new products.
2. Assess the challenges facing marketing managers in diverse high technology manufacturing and service organisations.
3. Formulate strategies for product related management of technology-enabled product businesses.
4. Choose marketing tools to drive organisation performance.

Indicative Module Content:

Market Definition & Entry Strategy, Idea Generation, Concept Screening, Competitor Analysis, Market-Led Design, Product Branding & Corporate Identity, Product Positioning, Product Promotion, Pricing Strategy, Channel Strategy. Launch Dynamics, Adoption Curve, & Product Lifecycle Management

Student Effort Hours: 
Student Effort Type Hours
Autonomous Student Learning

76

Lectures

24

Total

100

Approaches to Teaching and Learning:
Active/task-based learning;
Peer and group work;
Lectures;
Debates;
Case-based learning;
Student presentations, 
Requirements, Exclusions and Recommendations
Learning Requirements:

This postgraduate module, part of the Master of Engineering Management programme, is designed for engineering professionals with a minimum of five years work experience.


Module Requisites and Incompatibles
Not applicable to this module.
 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Assignment: Case Study Assignments Throughout the Trimester n/a Graded No

40

Class Test: In-class test Week 12 n/a Graded No

40

Attendance: Class Participation Throughout the Trimester n/a Graded No

20


Carry forward of passed components
Yes
 
Resit In Terminal Exam
Spring No
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Principles of Marketing
Kotler, Armstrong, Harris, Piercy
6th European Edition
Pearson ISBN 978 – 0 – 273-74297 – 5
Name Role
Mr Kevin Ryan Lecturer / Co-Lecturer
Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
 
Autumn
     
Lecture Offering 1 Week(s) - Autumn: All Weeks Sat 09:00 - 10:50