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MKT40970

Academic Year 2025/2026

Marketing Management ME (Business) (MKT40970)

Subject:
Marketing
College:
Business
School:
Business
Level:
4 (Masters)
Credits:
7.5
Module Coordinator:
Ms Margaret Berry
Trimester:
Spring
Mode of Delivery:
Blended
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

This module distinguishes marketing as a fundamental business philosophy from marketing as a set of managerial tools and techniques. It provides students with a comprehensive understanding of the role of marketing within the firm and in particular marketing's role in creating and delivering value. It aims to prepare students to understand and exercise marketing leadership regardless of their functional specialisation. The module covers key areas including market orientation; environmental analysis; customer and market understanding; positioning and customer value propositions; consumer and organisational buying behaviour; and the creation, delivery, and communication of customer value.

About this Module

Learning Outcomes:

At the end of the module, students should be able to:
(1) Understand marketing as a strategic business philosophy, rather than a functional activity, and articulate its relevance across organisational roles.
(2) Recognise that marketing is about value creation for the business and its stakeholders
(3) Apply market-oriented thinking to understand customers, competitors, and the business environment in managerial decision-making.
(4) Interpret customer and market insights to support strategic choices, even when marketing is not their primary functional responsibility.
(5) Evaluate positioning and value propositions and their implications for organisational performance and competitive advantage
(6) Demonstrate marketing leadership by integrating marketing principles into cross-functional and strategic business contexts

Indicative Module Content:


Market Orientation – A Foundation to Sustainable Value Creation
Market Research - Capturing Marketing Insights
Understanding Markets, Customers and the Marketing Environment
Identifying Market Segments and Targets
Differentiation, Positioning and Customer Value Propositions
Understanding consumer and business buyer behaviour
Building Customer Value: Products, Services, Brands
New Products and Managing the Product Life Cycle
Pricing and Channels: Capturing and Delivering Customer Value
Communicating and Managing Customer Relationships

Student Effort Hours:
Student Effort Type Hours
Lectures

24
Specified Learning Activities

78
Autonomous Student Learning

48
Total

150

Approaches to Teaching and Learning:
The course consists of one session each week of 1 hour 50 minutes. Each session will contain an element of lecturing, student interaction and discussion and/or case study/industry examples. A high degree of participation is required during class discussions. Classes will start promptly, and attendance will be taken.

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Assignment(Including Essay): An individual assignment - This individual learning journal is to encourage critical reflection on your learning journey throughout the Marketing Management module. Week 14 Standard conversion grade scale 40% Yes
60
 Yes
Group Work Assignment: Group written assignment - A critical analysis of a company's Marketing Strategy Week 11 Graded No
30
 No
Participation in Learning Activities: Class attendance and participation in learning activities, for example, in class learning exercise, participation in class discussion Week 1, Week 2, Week 3, Week 4, Week 5, Week 6, Week 7, Week 8, Week 9, Week 10, Week 11, Week 12 Standard conversion grade scale 40% No
10
 No

Carry forward of passed components
No
 

Resit In Terminal Exam
Autumn No
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

Reading list will be provided to students in module course outline on Brightspace

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
Spring Lecture Offering 1 Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 32, 33 Mon 10:00 - 11:50
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