MKT40970 Marketing Management ME (Business)

Academic Year 2021/2022

This module will provide students with an overview of the function of marketing in business. Among the areas covered are: creating and capturing customer value, analysing the marketing environment, consumer markets and buyer behaviour, business markets and buyer behaviour, services marketing, branding and brand strategy, communication customer value, the promotional mix, advertising, public relations, personal selling and sales promotions, direct and online marketing.

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Curricular information is subject to change

Learning Outcomes:

At the end of the module, students should be able to: Understand the marketing challenges facing organisations today. Explore customer value and how it can be created and sustained by companies. Critically assess the role of brands for consumer and business-to-business marketers. Evaluate the tools and techniques associated with the marketing mix

Indicative Module Content:

Marketing Managing Profitable Customer Relationships
Company & Marketing Strategy : Partnering To Build Customer Relationships
The Marketing Environment
Managing Marketing Information
Consumer Buyer Behaviour
Business Buyer Behaviour
Segmentation Targeting & Positioning
Product services and branding strategy
Developing New Products
Communication Customer Value,
Personal Selling
Online Marketing

Student Effort Hours: 
Student Effort Type Hours


Specified Learning Activities


Autonomous Student Learning




Approaches to Teaching and Learning:
Lectures, case based learning, group discussion. If necessary for social distancing, part or all of the module will be delivered virtually via Zoom. However attendance at live sessions will be taken to encourage interaction and an enjoyable learning environment for all. 
Requirements, Exclusions and Recommendations

Not applicable to this module.

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


Assignment: Individual end of term assignment Coursework (End of Trimester) n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Autumn Yes - 2 Hour
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Group written assignment feedback will be given to both group and class

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
Lecture Offering 1 Week(s) - 19, 20, 21, 22, 23, 24, 25, 28, 29, 30, 31, 32 Thurs 15:00 - 16:50