The aim of the module is to familiarise you with marketing management tools so you gain a holistic understanding of how a company builds, promotes and distributes products or services that positively differentiate a company from its competitors.

Through a variety of case studies, you will explore basic marketing management tools. These include pricing strategy, promotion strategy, distribution management, sales management, and customer segmentation and customer relationship management. You will gain a good understanding of the opportunities, challenges and methods of marketing management in the 21^st century. Particular focus will be placed on how to maintain a strong and compelling value proposition as well as a long-term relationship with the company’s customers across different sectors and activities.

Learning outcomes to be assessed

At the end of the module you will be able to:

LO 01: Understand the contemporary issues facing marketing management in domestic and international business.

LO 02: Analyse a marketing plan using the main concepts and theories of marketing management.

LO 03: Compare and differentiate various theories and tools that support marketing management in different industries.

Indicative Contact Hours

Summative assessment grid

1.1      Assessment brief including criteria mapped to learning outcomes

1.1.1     Assessment 1: In-class exercise: Core marketing concepts and SWOT analysis

This exercise consists of 10 multiple choice questions based on a given case. These questions will cover the topics of the core marketing concepts, SWOT analysis and their strategic importance. Learning outcome 1 and 2 will be assessed.

1.6.2         Assessment 2: In-class exercise: The marketing environment and differentiation strategy

This exercise consists of 10 multiple choice questions based on a given case. These questions will cover the topics of the marketing environment, differentiation and competition analysis and their strategic importance.

Learning outcome 1 and 2 will be assessed.

1.6.3         Assessment 3: In-class exercise: Positioning strategies and communications mix

This exercise consists of 10 multiple choice questions based on a given case concerning how to position the marketing strategy and the different approaches for international marketing entrance. Learning outcome 1 and 3 will be assessed.

1.6.4         Assessment 4: In-class exercise: Purchase process and types of marketing

This exercise consists of 10 multiple choice questions based on a given case. These questions will cover the topics of customer psychology, purchase process, generic strategies, branding equity and the B2C, B2B types of marketing. Learning outcome 1, 2 and 3 will be assessed.

Generic Assessment criteria for Assessment 1 - 4

The assessments will be marked according to the following criteria:

Knowledge and Understanding: Students will need to understand key concepts (such as Product, Price, Promotion and Place, Competitive Advantage, B2B Marketing, B2C Marketing and others.) and theories (Marketing Management Theory, Blue Ocean Strategy Theory, Brand Equity Theory, and others).

Cognitive Skills: Students will need to be able to apply suitable approaches to relate the marketing tools to marketing management practices

Practical and Professional Skills: Students will need to be able to understand the essential elements used to develop marketing strategies, business positioning and sustainable competitive advantage creation.

Transferrable and Key Skills3: Students will need to be able to select the appropriate and effective tools that will help them to manage their marketing department

1.6.5         Assessment 5: Marketing Plan

The Marketing Plan assignment requires you to create a basic marketing plan for a chosen product/service from the perspective of marketing management and, considering the concepts and theories learned during the semester. You will have to first decide a product or a service which you would like to sell. This should be decided and approved by the module leader latest by Week 3.

The Marketing Plan will be based on the updated marketing mix and strategies to reach the business goals. It must follow the specifications mentioned below. The description provides you a step-by-step guide and the suggested structure for your work.

 Assessment criteria for Assessment 5 (LO -01, LO-02, LO-03)

This assessment will be marked according to the following criteria:

• Knowledge and understanding (30%): Students will need to understand key concepts (such as marketing mix, applied to products and or service marketing, competition analysis, branding, positioning, Corporate Social Responsibility, among others.).
• Cognitive Skills (30%): Students will need to be able to identify the relationship of the marketing basic concepts with the marketing plan.
• Practical and professional skills (30%): Students will need to be able to understand the important elements used to build an efficient marketing plan and be able to present relevant strategies to indicate future actions.
• Transferable and key skills (10%): Students will need to be able to present their marketing plan in a concise way. Presentation of the work, format and references of the literature must be clear. A conclusion must be included in the final analysis

For guidance on online submission of assignments, including how to submit and how to access online feedback, please refer to the MIUC lms student guideline.

For more info check the attached MSG.

/files/221753/Y2_(MrA)_Marketing_Management_-_MSG_Final1(2).pdf

Cover page for the assessment submissions:

/files/107979/2020_2021_Assignment_Final_Cover_Sheet_MIUC_(1).docx