Module: BM7012-15 Marketing Management

Level: 7

Credit Value: 15

Module Tutor: Dr. Nasir Salari

Module Tutor Contact Details: n.salari@bathspa.ac.uk

1.Brief description and aims of module

The purpose of this module is to provide an understanding of the importance of the marketing concept within any organisation. The module outlines both the philosophical underpinning supporting contemporary marketing theory and its application in different organisational contexts. Key marketing tools (segmentation and the marketing mix) are analysed and applied through the context of the management of the marketing process.

The nature of contemporary marketing theory and practice are developed alongside the concept of market orientation. The importance of marketing research, strategic analysis and the alignment with organisational strategy through branding is developed.

The module focuses upon the identification and application of key marketing management tools (segmentation, targeting, positioning,) and their impact on the delineation of markets and key stakeholder groups. Tactical marketing concepts are analysed and evaluated within a relational, services and social marketing conceptualisation.

The discipline of marketing planning is developed around the creation of an integrated strategic framework.

In this module, you will be able to demonstrate the following Graduate Attribute:

• Employable: equipped with the skills necessary to flourish in the global workplace, able to work in, and lead, teams;
• Internationally networked: studying abroad for part of their programme, or studying alongside students from overseas;
• Critical thinkers: able to express their ideas in written and oral form, and possessing information literacy;
• Ethically aware: prepared for citizenship in a local, national and global context.

2.Outline syllabus

This module will cover the following main topics:

Topic 1: The Marketing Management Concept

• Philosophy and planning
• Development of schools of thought
• Market Orientation/ Market Driving
• Marketing research

Topic 2: Strategic Marketing

• The marketing planning process
• Market audit
• Segmentation analysis
• Strategic positioning and targeting

Topic 3: Strategic Brand Management

• The evolution of branding
• Brand strategies
• Branding and positioning
• Brand equity

Topic 4: Managing the Marketing Mix

• The traditional mix
• An extended mix
• Campaign and operational planning

Topic 5: Introduction to Relationship/Services Marketing

• Development of the paradigm
• Key components
• Applying integrated solutions

3.Teaching and learning activities

The module will include a mix of tutor input, lectures, case studies, group work and discussion. The style will be interactive and there will be an emphasis on application and critical interpretation. Additional selected readings designed to support learning and understanding will be presented as the module develops.

Assessment Item 1:

• Assessment Type: Course Work
• Description: 3,500 word individually written report
• % Weighting: 100%