Principles of Marketing Management Assignment -

AIM - The marketing management module is designed to give students an insight into the principles of marketing management functions/roles in a context specific organization/industry.

LEARNING OUTCOMES:  On successful completion of the module students will be able to:

Knowledge and Understanding

a) Appreciate and integrate the value of the analytical tools and techniques available to marketing professionals when evaluating the marketing environment and developing marketing strategies

b) Demonstrate and evaluate the vital necessity of focusing on the customer and the marketplace as the foundation of marketing planning

c) Critically evaluate the marketing mix of an existing organisation contrasting application to theory

d) Propose and present an audit that would provide the basis for a marketing plan

e) Critically appraise tactical marketing decisions based on situation analysis and in line with strategic marketing plans

f) Examine and appreciate the tools of strategic marketing and apply in practice

g) Explain and appraise marketing concepts, theories and models clearly and apply these critically to existing organisations

Key Skills -

h) Produce a written report following academic convention that synthesises clearly theoretical perspectives and distinguishes between conceptual frameworks which focuses on the practical marketing planning process.

INDICATIVE CONTENT:

1. The foundation of marketing, including definitions, marketing audits, marketing environments, international dimensions and planning.

2. Customer orientation includes customer behaviour, research and information, data analysis, presenting information, segmentation to targeting.

3. Marketing Strategy, reviewing competitor analysis, positioning, marketing mix and services marketing.

4. Marketing Communications, investigating integrated marketing communications strategy, including the promotional mix, public relations, personal selling & sales promotion.

5. Marketing management will look at the product, branding, promotion, price and place, on-line marketing and direct marketing.