School of Management, Unit Catalogue 2007/08 |
MN50343 Managing your marketing relationships |
| Credits: 6 |
| Level: Masters |
| Modular: no specific semester |
| Semester: 1 |
| Assessment: CW 100% |
| Requisites: |
| Before taking this unit you must take MN50340 or take MN50352 and in taking this unit you cannot take MN50161 |
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Aims: 1. To introduce the theory and practice of marketing management.
2. To recognise the complexity of buying behaviour in global markets. 3. To critically investigate managerial practices in marketing. 4. To develop a contingent approach to markets and managerial options. Learning Outcomes: * Have a thorough knowledge of the main theories of Marketing. * Be able to recognise the strengths and weaknesses of current theory in Marketing. * Have a broad knowledge and understanding of the interactions between external environmental factors and managerial thinking and acting. * Be able to analyse case studies to propose potential solutions to marketing problems. * Be able to understand the processes of marketing decision making. * Will provide an awareness of conducting research into Marketing problems. * Will provide an awareness of analytical frameworks and their application. 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: Differentiation, perception and the marketing concept, consumer behaviour, B2B and services buying behaviour, marketing intelligence, market segmentation and positioning strategy, marketing communications, brand strategy, culture and international marketing, innovation and new product development, change strategies and implementation issues. |