Module Overview

Marketing Management

To enable the student to understand and make strategic and tactical marketing decisions.

Module Code

MKMG H4001

ECTS Credits


*Curricular information is subject to change

Overview: The Role of Marketing

Overview of the role of Marketing, The nature of competitive marketing andcompetitive advantage, marketing planning and strategy formulation.Ethics and Social responsibility

The Marketing Environment

Developments & Prospects

Analysis for Marketing Decisions

Information analysis, the use of market research, Research applications, customer analysis, market measurement and forecasting, industry analysis, competitor analysis,

Analysing Company Capability

The marketing audit, marketing strategy models - product portfolio, matrix models

Decision Making

market analysis, segmentation & competitive positioning; product management issues, new product development, branding, pricing decisions, communication and promotion decisions, distribution and channel management strategy

Module Content & Assessment
Assessment Breakdown %
Other Assessment(s)100