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MBA - General Management

Marketing Management

Programme Objectives

The programme has the following aims:

  • To enable the advanced study of organisations, their management and the changing external context in which they operate
  • Equip individuals for and/or development of a career in business and management by developing skills at a professional or equivalent level to assume senior managerial and leadership positions in business
  • Development of the ability to apply knowledge and understanding of business and management to complex issues, both systematically and creatively, to improve business and management leadership and practice.
  • Enhancement of lifelong learning and personal development so as to be able to work with self-direction and originality and to contribute to business and society at large.

Benefits

At the end of the programme the successful student will have the ability to:

  • Demonstrate critical understanding of management theories, current issues of management, the development of conceptual frameworks to guide their application within organisations.
  • Acquire a strong foundation in key functional areas of business management to enable them to succeed as effective managers/leaders in an increasingly complex and dynamic environment.
  • Acquire and use a range of concepts, tools and techniques for problem solving and decision-making for analyzing complex and inter-related business scenarios.
  • Demonstrate and apply independent research and critical skills enabling the investigation and evaluation of valid and relevant management issues and practices.
  • Demonstrate initiative, insight, attitudes of responsibility and ethical leadership in the development of the strategic management agenda in the organization the participant works in or expected to work in the future.

Programme Content

Overview

No. of Credits:7.5 ECTS
Credit Level:Master Mandatory
Pre-requisite:None
Co-requisite:None
Module Description
  • To provide students with a firm grounds in the frameworks and concepts of marketing management.
  • To provide students with the skills required to carry out a full situation analysis and use the findings to develop objectives, formulate strategy and develop appropriate marketing plans.

Learning Outcomes

On completion of this module, students will be able to:

  • Undertake a situation analysis such that it is possible to develop a concise understanding of the marketing environment.
  • Use situation analysis findings to formulate a marketing strategy that will fit the company and its environment.
  • Formulate a marketing plan that provides for the implementation and control of chosen strategies.

Indicative Content / Areas of Study

  1. Introduction to Marketing Management
    • What is Marketing
    • Understanding the Marketplace and Customers’ needs
    • Capturing Customers; Value
    • The Changing Marketing Landscape

  2. The Environment Influence and its Management
    • The Microenvironment including the Company, Suppliers, Competitors, Customers
    • The Macroenvironment including Demographic, Economic, Natural, Technological, Social, Political and Cultural environments.
    • Assessing and Responding to Changing Marketing Environment

  3. Marketing Strategies
    • Customer Driven Strategies
    • Segmenting Consumers and Business Markets, Local and International Markets
    • Selecting Target Market Segments
    • Differentiation and Positioning Strategies

  4. Product Planning & Screening
    • What is a Product?
    • Product and Service Decisions
    • New Product Development Process
    • Product Life Cycle Strategies

  5. Promotion Strategy
    • The Promotion Mix
    • New and Integrated Marketing Communications Models and Processes
    • Developing Effective Marketing Communication/ Promotion

  6. Advertising Strategies
    • Setting Advertising Objectives and Budgets
    • Developing Advertising Strategy
    • Evaluating Effectiveness of Advertising Investment

  7. Global Marketing
    • Assessing the Global Market Environment
    • Deciding whether to go Global
    • Deciding Which Market to Enter
    • Deciding How to Enter The Market

  8. Pricing Policies & Strategies
    • Product Mix Pricing Strategies
    • New Product Pricing Strategies
    • Price Adjustment Strategies
    • Price Changes Strategies

  9. Marketing Analysis and Formulating a Marketing Plan
    • Assessing the Current Market Situation
    • Product or Service Review
    • Competitive Review
    • Channels Review
    • SWOT Analysis
    • Marketing Strategies
    • Action Plan
    • Budget

  10. Implementation , Evaluation & Control
    • Annual Plan Control
    • Profitability Control
    • Efficiency Control
    • Strategic Control

Teaching and Learning Strategy

Student centered learning will be strongly encouraged and developed. Cooperative Learning and Problem-Based Learning will be infused into the teaching-learning-assessment strategies.

Group discussion, case analysis and self directed learning resources will be available to support the delivery and the appropriate assessment tools / tasks will be used to assess the intended learning outcomes.

Mode A: Fully taught

36 hours4 hours120 hours160 hours
Lectures – Tutorials:
Online interaction:
Directed Independent Learning:
Total:

Mode B: Blended

18 hours18 hours124 hours160 hours
Lectures –Tutorials:
Online Learning:
Directed Independent Learning:
Total:

Mode C: Fully Online

Recorded Video Lectures:18 Hours Online Learning:18 hours Directed Independent Learning:124 hours Total:160 hours

Assessment:

Assessment Weighting: 100%Coursework
An individual piece of work of 3500 - 4000 words that requires students to identify and assess current marketing issues using the appropriate tools. Identify a marketing strategy that will fit the company and its environment and develop a marketing plan that provides for the implementation and control of chosen strategies.

Resources

Course Materials provided by IPE - PARIS

  • Philip Kotler & Gary Armstrong, Marketing Management, 16th Edition, 2012, FT Prentice Hall.
  • Roger Kerin, Robert Peterson, Strategic Marketing Problems-Cases and Comments, 11th Edition, 2010, FT Prentice Hall.
  • Online resources on Online Learning Portal
  • Online data bases from IPE - PARIS E Library

Regulations: Conforms to the relevant PG regulatory framework at IPE - PARIS.