The chosen company for this assignment is “BMW”

ULSTER BUSINESS SCHOOL

Department of Marketing, Entrepreneurship & Strategy –London and Birmingham Campus

Marketing Management

Module Handbook

Semester, 1 2015-2016

MKT516 CRN 7955

UNIVERSITY OF ULSTER,

ULSTER BUSINESS SCHOOL,

DEPARTMENT OF MARKETING, ENTREPRENEURSHIP AND STRATEGY

MODULE TEACHING PLAN 2015/16

MODULE TITLE: Marketing Management

MODULE CODE: MKT516

PRE-REQUISITES: Fundamentals of Marketing MKT104

MODULE LEVEL: 6

CREDIT POINTS: 20

SEMESTER: Spring

TEACHING TEAM: Ms Beljeet Daffu (ML) (QAHE) Beljeet.daffu@qa.ulster.ac.uk

Daniel Hagan (London) Daniel.Hagan@qa.ulster.ac.uk

OFFICE HOURS: By Appointment

Tuesday 12.30 -1.30pm Academic Room Birmingham

Tuesday 12.30 – 1.30 Academic office London

HOURS: 36 Hours (Lecture + Seminars)

ASSESSMENT: Assignment 50% Examination: 50%

MODULE AIMS:

To provide knowledge and to increase understanding of the important concepts, processes and frameworks of marketing management decision making from both a strategic and operational perspective.

MODULE OUTCOMES:

On completion of the module, students should have an enhanced understanding of the broad concepts of marketing strategy and planning.The module will give students the opportunity to examine and critically evaluate the core concepts and techniques for operationalising a marketing strategy. Focusing specifically on the elements of the marketing mix, students will develop a deeper understanding of the integration and application of these variables and their impact on functions within the enterprise.The role of internal and external forces in shaping operational as well as strategic decisions will be appreciated.

LECTURER CONTACT:

The lecturer will be available for individual tutorials during designated office hours. Many queries about the module can be raised during class time. Tutorials can be booked via Email during Monday afternoons and Friday afternoons.

IMPORTANT DATES

ASSIGNMENT SUBMISSION DATE:Wednesday 16^th Marchvia Blackboard

EXAM: May 2016

REQUIRED READING FOR THIS MODULE:

The recommended textfor most topic-by-topic readingin the module is:

Philip Kotler and Kevin Lane Keller (2012) Marketing Management, Prentice-Hall, London

Editions, published from 2000 (10^th +), are also acceptable and usually available at a discounted rate from second hand book vendors.
Available in library at 658.8/KOT

Further recommended texts for consultation. Please not that some of these are required for some topics:

Peter Doyle & Phillip Stern, (2006), Marketing Management & Strategy, Financial Times Prentice Hall, Pearson Education.

Bradley (2003) Strategic Marketing in the Customer-Driven Organisation, Wiley, Chichester. Available in library at 658.8

Enis, Cox and Mokwa (1996) Marketing Classics, A selection of influential articles, Prentice-Hall, London, ISBN 01320 73099

Heding, T., Knudtzen, C.F. and Bjerre, M. 2008, Brand Management: Theory Research, Practice. Routlege, London. (Particularly week 8 Brand Management)

Tuten and Solomon (2013) Social Media Marketing, Person Educational, ISBN 01331 25114 (Particularly week 11 on Managing digital marketing in the social media age)

Journal articles:

Recommendedjournal reading will be provided within the week by week programme.

This may be a journal article or case study within a textbook. It is important that students read the marketing literature. Remember reference to, and critical analysis of the marketing literature will make your assessment stand out (= better marks!!!).

Students should begin their searches within the following journals:

Journal of Marketing

Journal of Marketing Management

European Journal of Marketing

Journal of Strategic Marketing

Journal of Consumer Research

Advances in Consumer Research

International Journal of Retail and Distribution Management

For the assignment a useful starting point is the university’s new USEARCH facility, which searches across a number of databases and journals. This can be accessed by; logging into the portal, clicking on the library tab and clicking the USEARCH link.

SEMINARS

These can be eclectic consisting of; a short revision session on what was covered in the lecture; work as part of a small group and/or on your own to analyse a case study; develop solutions for a case company; and; make a short presentation to the class on your findings from a case study. It is important to participatein seminar sessions; ask questions and discuss aspects of case study material with class colleagues.

LECTURE AND SEMINAR SCHEDULE

WEEK	LECTURE TOPIC	SEMINAR TOPIC	Kotler & Keller Chapter
1 25/01/16	The Marketing Orientation– Marketing perspectives today and beyond – Marketing Concept and Marketing Myopia	–	1
21/02/16	Segmentation, Profiling, Targeting & Positioning	Segmentation Workshop	3 & 4
38/02/16	Marketing Information Systems and The Marketing Environment – Case Analysis of the Retail Sector.	Coursework Seminar – General Guidelines & Planning	8
415/02/16	Strategic Market Planning	Coursework workshop – Planning and developing the assignment	2
5 22/02/16	BuyerDynamics – Consumers &Competition	Competitive analysis exercise	6 & 7
6 29/02//16	Marketing Products & Services	Product Development Process – Chocolate	12 & 13
707/03/16	Branding	Branding the un-brand-able	9 & 10
8 14/03/16Hand in date Wednesday 16^th March 2016 Assessment work
EASTER BREAK 21^st March – 1^st April 2016
904/04/16	Marketing Management Pricing & Place Decisions	New pricing and distribution dynamics in the music industry	14
10 11/04/16	Managing Marketing Communications	Assignment Feedback	17 & 18
1118/04/16	Managing digital marketing in the social media age – Social media marketing management workshop: Online community management ·	Exam Technique	19 and Tuten & Solomon (2013)
12 25/04/16	Marketing Management ethics	Individual tutorials by appointment

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The chosen company for this assignment is “BMW”

The chosen company for this assignment is “BMW”

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