Marketing Management - BUSI70409
Role
Course Leader
Marketing Management - BUSI97226
Role
Associate Course Leader
Brand Management - BUSI96036
Aims
ModuleDescription
This module is concerned with building, measuring and managing brands over time, and with how to leverage advertising and the other elements of the marketing communications mix to build and strengthen brand equity.
Module Relevance
Firms are increasingly becoming aware that one of their most valuable assets is the brand associated with their products and services. Creating strong brands that deliver customer value, and maintaining and enhancing the strengths of those brands over time, are management imperatives. Given that marketing acts as the boundary spanning activity between the firm and the external environment, nearly everybody will, at some point in their career, wear a marketing hat. Thus, understanding key marketing topics such as branding is beneficial regardless of one’s professional background and career direction.
Role
Course Leader
Marketing Management - BUSI97025
Aims
Among business disciplines, marketing is the primary contact point between a business and its customers. Nearly everybody will, at some point in their career, wear a marketing hat. Understanding marketing will help you whether you are an accountant, a consultant, a programmer, a banker, or a museum curator. Appreciating customer needs and how to marshal the resources of an organisation to meet those needs are crucial skills in today’s business world. This course develops a general management viewpoint in planning and evaluating marketing decisions, from both a strategic and tactical perspectives. It will help students understand how marketing decisions contribute to business performance and are affected by organisational and environmental influences. This course will help develop the following:
- An understanding of fundamental marketing terms, concepts, principles, ideas and theories.
- An appreciation of the multifaceted role of marketing within organisations.
- An understanding of how marketing contributes to strategy.
- An understanding of the close relationship between marketing and other functions within an organisation.
- Skills in using the marketing toolkit for competitive advantage.
- Critical thinking and communication skills relating to marketing.
COURSE OBJECTIVES
1. Knowledge Objectives: The main knowledge objectives of the course are to understand:
- How marketing contributes to the firm’s survival and growth
- How marketing plans are developed and implemented
- The fundamental concepts and ideas in marketing
2. Skill Objectives: The main skill objectives of the course are to enable students to develop:
- The conceptual, technical and interpersonal skills managers need to communicate effectively in the business world
- The analytical skills needed to analyse a company’s customers and external environment
- How to manage a market strategically
- The ability to work with others in groups and solve market-related problems
Role
Associate Course Leader
Leadership - BUSI97427
Role
Associate Course Leader
International Business - BUSI70052
Role
Course Leader
Strategic Market Management - BUSI97730
Role
Course Leader
Global Experience Week - BUSI97750
Role
Course Leader
Marketing Management - BUSI97755
Role
Associate Course Leader
Leadership - BUSI70053
Role
Associate Course Leader