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Marketing Management and Practice (949N1)

15 credits, Level 7 (Masters)

Spring teaching

Are you ready to navigate the fast-paced, ever-changing world of modern markets? In today’s environment, customer preferences shift rapidly, technology evolves at an accelerating pace, and competition is fiercer than ever before. Both well-established companies and new startups face these challenges daily, making marketing a critical factor for success.

This module is designed to help you explore the vital role that marketing plays in organisations and how it influences their performance in today's dynamic, globally competitive landscape. You'll learn what it means for an organisation to be truly market-oriented, whether in manufacturing, service industries, or even non-profit sectors.

Throughout the module, you’ll be introduced to key marketing theories, concepts, and models, along with practical techniques and current best practices. We’ll explore how businesses make informed marketing decisions by analysing the market environment, understanding their customers, competitors, and partners and developing effective strategies.

You'll dive deeper into the practical aspects of marketing by examining the integrated marketing mix, covering areas such as product and service offerings, customer service, pricing strategies, communication and distribution channels.

By the end of this module, you’ll have gained:

• a solid understanding of core marketing concepts and models.
• the ability to critically assess real-world marketing challenges.
• skills to refine your decision-making and analysis in marketing contexts.
• enhanced written and verbal communication skills, particularly in presenting marketing case studies.

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 33 hours of contact time and about 117 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.

We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2024/25. However, there may be changes to these modules in response to feedback, staff availability, student demand or updates to our curriculum.

We’ll make sure to let you know of any material changes to modules at the earliest opportunity.