School of Management, Unit Catalogue 2006/07

MN50343 Managing your marketing relationships

Credits: 6

Level: Masters

Modular: no specific semester

Semester: 1

Assessment: CW100

Requisites:

Before taking this unit you must take MN50340 and in taking this unit you cannot take MN50110 or take MN50144 or take MN50231 or take MN50251

Aims: We will start the week by examining some of the basic "textbook" ideas on how to analyse market behaviour and on the management of a company's marketing. We will then quickly move on to consider how companies can make sense of the attitudes and behaviour of end consumers, and then examine the complex networks in which companies operate and on what the characteristics of these networks mean for the tasks of marketing and purchasing. Following on from this, we will concentrate on some of the specific activities that comprise marketing in these networks.
Learning Outcomes:
By the end of this unit, the student should be able to:
* Explain the purpose and content of a marketing plan, and be able to critically evaluate of such a plan
* Understand the different marketing environments that managers may encounter, especially B2C and B2B marketing
* Understand fully the traditional approaches to marketing, such as segmentation and targeting
* Understand too when such traditional approaches might not be relevant, and when a relationship or network perspective might be more appropriate
For each learning outcome, the student should be able to summarise key current issues and developments of relevance to business generally.
Skills:
Intellectual Skills
* a systematic understanding of organisations, the internal and external context in which they operate and how they can be effectively managed (T, F, A)
* a critical awareness of current issues and frameworks in management (T, F)
* the ability to acquire and analyse data, information and situations; to evaluate relevance and validity, and to synthesise it in the context of topical business problems (T, F, A)
* a conceptual understanding of theoretical concepts and frameworks that enables the student to meaningfully link theory and practice and the ability to critically appraise both theory and practice (T, F, A)
Professional Practical Skills
* operate effectively both independently as well as within teams and assume leadership roles where appropriate (F, A)
Transferable/Key Skills
* an openness and capacity to continue learning with the ability to reflect on earlier knowledge and practice and integrate the new with past experience and effectively apply it to the present situations (F, A)
Personal/Interpersonal
* an ability to manage and work in international teams with an awareness of issues such as culture, gender, etc., to identify learning/working styles and to use these to the benefit of the individual and the team (F)
* the facility to communicate including presenting and marketing themselves and their ideas; preparation and production of effective business plans and reports (T, F, A).
Content:
Introduction - Marketing Concepts and Analysis
Relations between Marketing and Strategy
Understanding Business Markets
Understanding Consumer Needs
Detailed development of Marketing Programmes, including:
Pricing Policies, Product Service Policies, Distribution Strategies, Retail Marketing, Implementing Market Strategy.

University | Catalogues for 2006/07