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| Detailed information |
| Pre-requisites |
973GMCCMARK22 KS Marketing Management (6 ECTS) ODER
KS Introduction to Marketing Management (6 ECTS)
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| Original study plan |
Master's programme Management 2024W |
| Objectives |
This course aims to:
- Introduce a range of contemporary 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 implementing sets of marketing research techniques.
- 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: Synthesize knowledge of how to employ marketing research techniques in a real-life case setting [cognitive/analytical].
- LO3: Accurately identify and apply relevant theory within different sector specific contexts [cognitive/analytical]
- LO4: Critically evaluate various marketing research techniques applications within a specific context [cognitive/analytical]
- LO5: Apply decision making skills related to marketing research techniques [professional/practical skills]
- LO6: Discuss and evaluate various marketing research techniques applications [professional/Practical skills]
- LO7: Analyze key drivers affecting the use of marketing research techniques in general [professional/practical skills]
- LO8: Demonstrate the ability to formulate and present a concise, insightful analysis which exposes issues logically and coherently [transferable skills]
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| Subject |
The course focuses on contemporary issues in marketing and their application in practice. Overall, it makes the critical connection between business and marketing strategy as well as strategic and operational dimensions. Throughout the different stages of the course students are exposed to a real-life case and empirically evaluate contemporary issues through constructing, collecting, analysing and interpreting primary data (qualitative and quantitative research methods). As an outcome of this evaluation students propose ways on how to deploy marketing research to develop, communicate and deliver improved value propositions related to particular case settings.
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| Criteria for evaluation |
Exam
- Main and Re-try Exam (one of the two exams must be positive in order to pass the course)
- 45 min length
- Multiple Choice Questions
- Examination Literature
- Set of Slides
- Saunders, M., Lewis, P. & Thornhill, A. (2019). Research Methods for Business Students, (7th edition)
Interactive Component
The assessment strategy is designed to provide students with a practical opportunity to apply theoretical concepts of marketing research and demonstrate their theoretical and practical understanding associated with contemporary issues in marketing.
- Groupwork (approx. 3 students) – allocation is based on the research topics (students can select topic of their choice)
- Scope: 1,500 words per student (± 10%; excl. references & appendix)
- Submission: via Moodle (PDF)
The assignment enables students to:
* Apply relevant consumer behaviour, marketing and management concepts and theories in
describing and examining the selected real-life case
- Critically and insightfully analyse the operational effectiveness of the marketing research techniques
- Apply theoretical knowledge in research methods to practical examples and
- Prepare and present management report that facilitates the construction and management of a specific application
Formative assessment and feedback will be provided in tutorials as part of group discussions and presentations, i.e. verbal feedback which informs the final summative assessment. During the presentations of preliminary results, the students receive feedback from the course instructors and colleagues, which must be included for the next presentation. As part of the assignment development process, students will be given indications of achievement on five-point scales between poor and strong; one for each of the assessment criteria published with the brief in week one. This will be supplemented by qualitative feedback. Lastly, a summary statement of generic feedback and group performance will be supplied to assist the student in reflecting on their own individual performance relative to that of peers.
Units of Assessment / Weighting towards Course Mark (%)
Exam (MC-Questions) / 51%
Interactive Component / 40%
Attendance and Working during Lectures / 9%
Synchronization of learning outcomes and assessments:
- LO1: Individual task / Course participation / Exam
- LO2: Group task / Peer Feedback / Course participation / Exam / Interactive Component
- LO3: Group task / Peer Feedback / Course participation / Exam / Interactive Component
- LO4: Group task / Peer Feedback / Course participation / Exam / Interactive Component
- LO5: Individual task / Course participation / Interactive Component / Group Presentation
- LO6: Individual task / Course participation / Interactive Component / Group Presentation / Project Report
- LO7: Course participation / Interactive Component / Group Presentation / Project Report
- LO8: Course participation / Interactive Component / Group Presentation / Project Report
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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 (mostly) tutorials. Overall, 4 ECTS points require 100 hours of all learning activities:
- 21 hrs lectures / tutorials / presentations (28 times á 45 min)
- 79 hrs independent study
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| Language |
English |
| Study material |
Compulsory reading:
Set of Slides
Saunders, M., Lewis, P. & Thornhill, A. (2019). Research Methods for Business Students, (7th edition)
Supplementary Readings:
Field, A. (2017). Discovering Statistics Using IBM SPSS Statistics (5th Edition)
Kotler, P., Keller, K., Brady, M., Goodman, M. & Hansen, T (2019). Marketing Management, (4th edition)
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 |
For quality assurance and improvement purposes, please participate in all JKU course evaluations and surveys!
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| Earlier variants |
They also cover the requirements of the curriculum (from - to)
973MGDWCIMS23: SE Contemporary Issues in Marketing Management (2023W-2024S)
973MGDWMAIS19: SE Marketing Instruments (2019W-2023S)
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