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Marketing for Managers

BM503

Course CodeBM503
ECTS

Course Description

The aim of this unit is to provide learners with a detailed understanding of the marketing planning process and to apply these principles to a variety of business contexts. The unit also provides a comprehensive understanding of environmental analysis and how this can lead to the development of appropriate objectives and strategies to enhance operational marketing performance.

Course Outline

WeekTopics
1What marketing is and how it has evolved: the marketing eras
2Determining the marketplace: segmentation and competitor analysis
3Determining the marketplace: the 4 P’s of marketing and market positioning
4Buyer behaviour in consumer markets
5Buyer behaviour in business markets
6Operational marketing functions: advertising, public relations and market research
7Operational marketing functions: campaign planning and customer service
8Midterm evaluation
9Strategic marketing functions: acquisition, retention, distribution, product development
10The relationship between business strategy and marketing
11Internal factors which affect marketing
12External factors which affect marketing
13Measuring marketing effectiveness: conversion rates, website traffic and customer value
14Improving the effectiveness of the marketing function: retention and customer loyalty
15Review and coursework completion
16Final evaluation and project assessment

Learning Outcomes

  1. LO1 Understand the context and concept of marketing.
  2. LO2 Understand the functions of marketing.
  3. LO3 Understand how internal and external factors impact the marketing function.
  4. LO4 Understand how a business uses its marketing function.
Learning Resources

Baines, P. et al (2019) Marketing 5th edition, OUP, Oxford Kotter, P. T. et al (2019) Principles of Marketing 8th European edition, Pearson, Harlow European Journal of Marketing Journal of Marketing Chartered Institute of Marketing

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