Nottingham University Business School
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Marketing Management

Please note that the following information may be subject to change.

Programme: Undergraduate

Module Code: N12412

Semester: Autumn

Convenor: Anastasios Pagiaslis

Credits & Level: 10 Credits, Level 2

Pre-requisites: None.

Co-requisites: None.

Target Students: Available to all Part I and Part II Business School students and Joints/Minor students. CANNOT be taken by students who have taken/are taking N12105 Introduction to Marketing A

Delivery: 11 x ninety-minute lectures and 2 x sixty-minute seminars

Assessment: One 1.5 hour examination (100%)

Exam Format:Section A: 30 multiple choice questions (30%); Section B Answer ONE question from FOUR (70%)

Summary of Content This module is designed to focus on the strategic and operational aspects of marketing management. It will examine: understanding the marketing concept; the role of marketing within business and its contribution to business performance and enhancing value; developing marketing strategy; segmentation, targeting and positioning; managing the marketing mix; and planning and implementation.

Aims The aims of this module are: to introduce the concept of marketing as an approach to business; to discuss the nature of marketing strategy; to investigate the challenges of managing the marketing mix; and to understand how the application of the principles of marketing can assist in the strategic management of an organisation.

Key Words: Marketing; Market Orientation; Marketing Strategy; Marketing Planning; Customers; Competitive Advantage; Segmentation, Targeting and Positioning; Marketing Mix; Products; Services; Branding; Relationship Marketing; Internal Marketing

Learning Objectives & Outcomes Knowledge and understanding
This module develops a knowledge and understanding of:
  • The dynamic and changing nature of business and the consideration of the future of organisations within the global business environment, including the management of risk
  • The development, access and operation of markets for resources, goods and services
  • The management of customer expectations, relationships and development of service excellence
  • The development of appropriate policies and strategies within a changing environment to meet stakeholder interests
  • The need for individuals and organisations to manage responsibly and sustainably and behave ethically in relation to social, cultural, economic and environmental issues
  • The different approaches for segmentation, targeting, positioning, generating sales and the need for innovation in product and service design
Intellectual skills
This module develops:
  • Conceptual and critical thinking, analysis, synthesis and evaluation
Professional practical skills
This module develops:
  • Commercial acumen based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty
Transferable (key) skills
This module develops:
  • Self-management and a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time
  • Articulating and effectively explaining information

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