Modular MBA - Marketing Management - Level 9

As the market evolves so quickly Marketing Management has never been so important for all businesses, as it enables them to understand customer needs and improve their product and/or service offerings to satisfy customer needs. It also considers techniques and channels to expand their range and reach potential customers.

Students of this course will be equipped with the analytical and critical evaluation skills to evaluate the contribution of marketing and the marketing activities employed in any organisation.

This standalone postgraduate module is ideal to study individually to gain specialist academic, professional and technical knowledge and skills in marketing management. It also provides a flexible progression route where you can combine with other qualifications to complete an MBA.

Upon the successful completion of this module, the student should be able to demonstrate the ability to:

• critically appraise key marketing activities and the contribution of the marketing department to the whole organisation
• anticipate and critically evaluate future developments in the field of marketing

Indicative content

• The marketing concept: the changing nature of marketing, its key components and applications.
• Scanning the external and internal marketing environments
• Market Analysis & customer insight – market forces and failure, government intervention and failure in the market, competitive, cooperative and competitive paradigms, consumer behaviour/expectations in a rapidly changing digital environment
• Market segmentation, target marketing and positioning and their use in creating value-delivering marketing strategies and marketing plans.
• Understand how resources, assets, competences and capabilities support the achievement of delivering innovative strategies
• The marketing mix concept, its relation to segmentation and designing the marketing strategy
• Internal organisational marketing; communication of the corporate brand/reputation. Development of brand building techniques for delivering customer value/experience
• Current issues and future developments in marketing to ensure ongoing sustainability of the role of marketing as well as for organisations

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Benefit from live sessions with our expert tutors who are teaching in real-time and can therefore engage with you directly. Seize this opportunity to boost your prospects and stay ahead of the competition.