The module introduces to students the importance of marketing in competitive and dynamic environments.
• Introduction to strategic marketing – corporate vs. marketing strategies
• Identify and assess marketing ethics dilemmas
• Auditing the external and the internal environments
• Marketing information
• Identifying consumer and business segments
• Formulating marketing goals and specific objectives
• Developing a marketing plan for a commercial or a social organization
• Define adequate control and performance indicators to control the marketing plan
Total contact hours: 21
Private study hours: 129
Total study hours: 150
Main assessment methods:
Examination, 2 hours (60%)
Group Presentation (20%)
VLE Test – MCQ (20%).
Reassessment method:
100% exam
Kotler, P., and Keller, K. L. (2012), Marketing Management, 14th Edition. London: Pearson
Peter, J. P. and Donnelly, J. H. (2013) Marketing Management: Knowledge and Skills, 11th edition. Maidenhead: McGraw-Hill.
Wood, M. B. (2013) The Marketing Plan Handbook, 5th Edition. New York: Pearson New International Edition.
See the library reading list for this module (Canterbury)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate knowledge and systematic understanding of the difference between strategic management and marketing strategy.
- Assess the marketing environment and identify opportunities
- Define objectives and evaluate alternative marketing options.
- Identify appropriate marketing segments for a given product or service and formulate a marketing mix strategy to serve such segment.
- Describe the elements of a marketing plan and the steps on which it is developed.
- Analyse the weaknesses of each element of the marketing plan and propose suitable contingencies.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Display self-management skills
- Analyse appropriate data and information.
- Identify and appraise both academic and practical problems
- Effectively communicate through oral and written presentations
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