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2021/22 Taught Postgraduate Module Catalogue

LUBS5964M Marketing for Management

15 creditsClass Size: 200

Module manager: Shankha Basu

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2021/22

This module is not approved as an Elective


This module aims to provide an overview of the theoretical underpinnings of marketing theory and to encourage critical evaluation of the application of marketing theory to practice.

Learning outcomes
Upon completion of this module students will be able to critically evaluate:
1. The major concepts of marketing
2. Key influences on the application of marketing concepts within a business
3. The marketing planning process
4. How different business realities influence the choice of marketing strategy

Skills outcomes
- Identify and set personal objectives for career development in marketing management
- Reflect upon their learning of marketing management skills
- Prepare and deliver a professional sales/marketing presentation suitable for company and sales/marketing meetings


Indicative content
- Marketing concept and marketing planning in modern organizations
- Achieving and sustaining competitive differentiation in an era of globalization
- Understanding individual and organisational Buyers
- Ethical dimensions of marketing practice
- Market intelligence processing
- Market segmentation, targeting and positioning
- Branding strategy and new product development
- Pricing strategy
- Integrated marketing Communication strategy
- Distribution strategy

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours130.00
Total Contact hours20.00
Total hours (100hr per 10 credits)150.00

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

Assessment typeNotes% of formal assessment
Essay2,000 words70.00
Group ProjectMarketing plan presentation30.00
Total percentage (Assessment Coursework)100.00

Resit is by 2,000 word essay for 100% of the module mark

Reading list

The reading list is available from the Library website

Last updated: 30/06/2021 15:20:06


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