Marketing Management

Status:  Core module,Year 1 Semester 2, Credit Units 4 (60 CHs)

MODULE RATIONALE

For many organizations Business Managers are presented with many complex choices in the context of a future that is inherently uncertain. This module will enable the participant to take a strategic approach to planning to achieve sustainable advantage .For many organizations marketing has evolved from a set of tactical actions into a significant element of strategy, this module will provide you with an in-depth consideration of marketing Management capabilities that can be embedded within a strategic marketing plan. Marketing Management is very important as it is an integral part of any business ranging from setting and communicating objectives, strategies, tactics, implementation, evaluation and feedback including the emerging digital marketing management on social media platform in organizations.

MODULE DESCRIPTION

Marketing Management module is both theoretical and practical and has research component and it runs for three weeks (8 days) for weekend in the First semester, year one as a core module. The module enhances the capacity of Managers to effectively and efficiently manage their marketing activities in their organizations, programs and projects. The module emphasises practical skills which results in developing a marketing plan.

MODULE AIM

To enable participants to understand how to take a strategic approach in marketing planning to achieve competitive advantage. It recognises the significance of situation analysis and introduces techniques for assessing the external and internal environments that enable effective decision making. The module outlines the importance of all stages within the marketing planning process, from the audit, through strategic decision making, to implementation of plans. It outlines how managing resources and employing monitoring and measurement techniques enables the achievement of strategic marketing objectives.

MODULE OBJECTIVES

The objective of this module is to train participants to apply concepts and techniques in marketing so that they become acquainted with the duties of a marketing manager. More specifically, participants should be exposed to the development, evaluation, and implementation of marketing management in a variety of business environments. Specifically, this module targets: • To apply marketing theory and concepts to what marketers do in "the real world" • To use marketing concepts to make business decisions • To improve familiarity with current challenges and issues in marketing

MODULE LEARNING OUTCOMES

By the end of the course Participants will be able to:

1. Appreciate marketing management concepts, tools and techniques and their roles in marketing organizations.

2. Develop a strategic marketing plan to realise organisational objectives

3. Apply marketing skills and execute marketing and sales roles

4. Analyze and interpret market related scenarios in the market environment, and formulate and effectively manage marketing programmes

5. Use marketing and sales forces and evaluate marketing performance