Virtual Learning Environment resources to support this module

Taught sessions: 67 hours
Reading and independent study: 233 hours

LO1 Importance of structure in delivering marketing value, focus and creativity.
Effective addressing of key quality concepts
Functional structure - research & development, production, finance, marketing and communication
Product/Market Structure - business to customer, business to business, customer to customer
LO2 Apply principles of management and leadership to sales and marketing teams
Requirements for an integrated marketing team- sourcing, balance of competency and skills
Initiatives to create effective working relations and co-ordination of skills and activities
Levels of performance
LO3 Determine innovative and effective methods of monitoring and measuring performance linked to marketing operations and activities
Techniques include measures re accounting, productivity, segmentation, performance, sustainability and others linked to e marketing
The appropriate use of quantitative and qualitative data
Measurement of marketing performance and the use of data in marketing management decisions

McDonald, M. and Wilson, H. (2011) Marketing plans: How to prepare them, how to use them. 7th Edition. John Wiley & Sons.
Kotler, P., Keller, K.L., Brady, M., Goodman, M. and Hansen, T. (2009) Marketing Management 1st Edition. London: Prentice Hall.
Kotler, P. Keller, K. L. (2011) Marketing Management with MyMarketingLab 14th edition. London: Pearson Education.
Hollensen, S. (2010). Marketing Management: A Relationship Approach 2nd Edition. London: Financial Times/ Prentice Hall
Lee, K. and Carter, S. (2009) Global Marketing Management. 2nd edition.

List all Assessments showing the Weighting, Word Count or Exam Duration and which Module Learning Outcomes they map to. Ensure all module learning outcomes are mapped to at least one summative assessment.

The assessment will be a written assignment in which students analyse and apply contemporary theories and models of marketing management to a selected organisation. They are to develop a marketing plan for a product or service which can either be:
- a new product or service
- an addition to an existing product or service range
- a refinement to an existing product or service portfolio.

LO1, LO2 and LO3 - 3000 words Weighting 100%

All learning outcomes are covered by the assessment. Students must attempt all assessments and achieve an overall pass grade for the module.

Formative feedback will be provided in a variety of forms, including written feedback on proposed titles, outline assignment plans and full drafts. Feedback may take place via full-class, group and individual tutorials.