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| Detailed information |
| Pre-requisites |
keine (die Zulassung zum Studium vorausgesetzt)
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| Original study plan |
Master's programme Management 2022W |
| Objectives |
This course aims to:
- Introduce a range of marketing management issues pertinent to understanding how different elements of a business fit together to create a coherent organisation and an effective marketing strategy.
- Equip students with a sound understanding of the process of (strategic) marketing management and the different components of the strategy development cycle.
- Provide students with a rigorous foundation and tools for analysis and understanding the core decisions that have to be made in marketing.
- Enable students to integrate theoretical concepts and models in strategy and marketing with practical application to business situations.
Learning outcomes:
On successful completion of this course, the students will be able to:
- LO1: Appreciate the scope and character of marketing in today's dynamic markets. [subject knowledge]
- LO2: Synthesise knowledge of marketing strategy, marketing operations and tactics and apply concepts to national and international case studies. [cognitive/analytical]
- LO3: Discuss and evaluate social and ethical issues relating to marketing management. [cognitive/analytical]
- LO4: Accurately identify and apply relevant theory within different sector specific contexts. [cognitive/analytical]
- LO5: Critically evaluate various marketing management approaches and application of strategy within a specific context. [cognitive/analytical]
- LO6: Apply decision making skills related to marketing management. [professional/practical skills]
- LO7: Discuss and evaluate various marketing management approaches and designs. [professional/Practical skills]
- LO8: Analyse key drivers affecting marketing management in general. [professional/practical skills]
- LO9: Demonstrate the ability to formulate and present a concise, insightful analysis which exposes issues logically and coherently. [transferable skills]
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| Subject |
Indicative content in the context of channel management in a digital environment includes:
- Locating Marketing within the general management of an organisation, e.g. Development of the Marketing understanding and Linking Marketing to other business functions
- Understanding markets and customers, e.g. markets, consumer behaviour and segmentation
- Creating value propositions, e.g. products and services
- Price decisions, e.g. willingness to pay, price demand functions and price elasticity
- Sales and channel decisions, e.g. sales entities, multichannel management and channel integration
- Communication decisions, e.g. communicating superior value and communication channels
- Process and customer contact point decisions, e.g. customer participation, process management, capacity and demand management
- Relationship Marketing, e.g. customer satisfaction and loyalty, complaint and recovery management
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| Criteria for evaluation |
- 1.5 Hour Examination (closed book) / 50 %
- Group coursework (3000 words) / 50 %
Qualifying Condition(s):
50%+ for each assessment is required to pass the course
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| Methods |
The learning and teaching strategy is designed to develop knowledge and understanding in both theoretical and practical perspectives.
In addition to self-directed learning, the teaching and learning methods include formal lecture and tutorial, use of case studies and seminar exercises.
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| Study material |
Kotler, Philip and Keller, Kevin L., Goodman, Malcom, Brady, Mairead, Hansen, Torben (2019): Marketing Management. 4th European edition, Pearson: Boston.
Details of relevant journal articles and useful web sites will be provided throughout the teaching of the Course.
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| Changing subject? |
No |
| Further information |
none
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| Corresponding lecture |
973GMCPMARK10: Master Course Dimensions of Marketing Theory and Managerial Application (6 ECTS)
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| Earlier variants |
They also cover the requirements of the curriculum (from - to)
973GMCPMARK19: KS Marketing Management (2019W-2022S)
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