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2015/16 Taught Postgraduate Module Catalogue

LUBS5211M Marketing Management

15 creditsClass Size: 100

Module manager: Prof. Constantinos Katsikeas
Email: csk@lubs.leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2015/16

This module is not approved as an Elective

Objectives

This module aims to provide students with the knowledge and skills to assess and integrate the fundamental concepts, tools, techniques and theories relating to marketing within the business unit management context. It will address the role of marketing and the contribution made by this functional area to the achievement of organisational mission and objectives and explore the application of theory, concepts, tools and techniques in practice to address contemporary marketing management problems.

Learning outcomes
Upon completion of this module students will be able to critically evaluate:
- the core theories, concepts, tools and techniques of marketing within a broader business management context
- markets, identify and market opportunities
- the role, contribution and process of strategic marketing as both a functional specialism field and a business orientation philosophy

Skills outcomes
Upon completion of this module students will be able to:
Subject specific
- Produce detailed and systematic organisational based marketing strategies

Transferable
- work as an effective team player and communicator
- apply concepts and theory to resolve business problems


Syllabus

Indicative content
Marketing concept, definition, role, tools and techniques
Marketing planning process and the marketing mix
Consumer markets and buying behaviour
Organizational markets, buying behaviour and relationship marketing
Market segmentation, targeting and positioning
New product development, product policy, and branding and brand management
Marketing communications mix elements
Personal selling and sales management
Distribution channel functions, design and management
Competitive advantage – process, sources, competitive strategy pursued, effective strategy implementation, performance outcomes
Customer acquisition, satisfaction and retention, internal marketing and developing a market-driven organization

Key learning is developed through team-based activity framed around the formation of specific marketing strategies and plans and consideration of potential implementation barriers and ways of addressing them.

Teaching methods

Delivery typeNumberLength hoursStudent hours
Workshop215.0030.00
Private study hours120.00
Total Contact hours30.00
Total hours (100hr per 10 credits)150.00

Private study

20 hours - Pre-workshop reading and preparation
10 hours - Inter-workshop reading and preparation
30 hours - Post-workshop reading
60 hours - Completion of assessed coursework.

Opportunities for Formative Feedback

- To present a marketing plan/project as a group to their peers.
- Feedback on the outcomes of presentation will be provided using a supplied form and a verbal de-brief by the tutor.
- On-going monitoring of progress will take place during seminar exercises.
- Outside of the workshops, students will be given the opportunity for feedback via telephone and/or email discussions with the LUBS tutor. This will enable them to further monitor their progress.

Methods of assessment


Coursework
Assessment typeNotes% of formal assessment
Group ProjectMarketing Plan and Presentation50.00
Total percentage (Assessment Coursework)50.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated


Exams
Exam typeExam duration% of formal assessment
Standard exam (closed essays, MCQs etc)2 hr 50.00
Total percentage (Assessment Exams)50.00

Exam will be taken by students in GGS, Germany.

Reading list

The reading list is available from the Library website

Last updated: 11/03/2015

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