Module Database Search
| MODULE DESCRIPTOR | |||
|---|---|---|---|
| Module Title | |||
| Marketing Management | |||
| Reference | CB3044 | Version | 1 |
| Created | September 2022 | SCQF Level | SCQF 9 |
| Approved | July 2019 | SCQF Points | 15 |
| Amended | July 2019 | ECTS Points | 7.5 |
| Aims of Module | |||
|---|---|---|---|
| To equip students with an in-depth understanding of the principles of marketing along with the ability to analyse, appraise and undertake effective marketing decision making. The module is designed to enable students to apply state-of-the-art marketing concepts that allow 360-degree communication along the customer journey. Through investigation of modern digital marketing developments, students gain the competence to succeed in modern omni-channel marketing businesses. | |||
| Learning Outcomes for Module | |
|---|---|
| On completion of this module, students are expected to be able to: | |
| 1 | Demonstrate contemporary challenges in marketing management. |
| 2 | Differentiate products and services by experience marketing |
| 3 | Assess marketing channels to 360-degree combinations of online and offline activities between companies and customers. |
| 4 | Analyse changing customer behaviour concerning the customer journey and customer touchpoints. |
| Indicative Module Content |
|---|
| The module covers the following topic areas - marketing in context with other business functions and the business environment; development of the marketing concept; marketing mix; buying behaviour; market research; market research; market segmentation; targeting and positioning; product planning and branding; distribution; pricing; integrated marketing communications; marketing of services; planning, implementation and control of marketing programmes; ethical and social issues. |
| Module Delivery |
|---|
| The module is a lecture-based unit, supplemented by interactive tutorials and directed study, including case studies and group work. |
| Indicative Student Workload | Full Time | Part Time |
|---|---|---|
| Contact Hours | N/A | 40 |
| Non-Contact Hours | N/A | 110 |
| Placement/Work-Based Learning Experience [Notional] Hours | N/A | N/A |
| TOTAL | N/A | 150 |
| Actual Placement hours for professional, statutory or regulatory body |
| ASSESSMENT PLAN | |||||
|---|---|---|---|---|---|
| If a major/minor model is used and box is ticked, % weightings below are indicative only. | |||||
| Component 1 | |||||
| Type: | Coursework | Weighting: | 40% | Outcomes Assessed: | 1, 2, 3, 4 |
| Description: | Individual reflective report | ||||
| Component 2 | |||||
| Type: | Coursework | Weighting: | 60% | Outcomes Assessed: | 1, 2, 3, 4 |
| Description: | Group report | ||||
| MODULE PERFORMANCE DESCRIPTOR | ||||||||
|---|---|---|---|---|---|---|---|---|
| Explanatory Text | ||||||||
| The calculation of the overall grade for this module is based on 40% weighting of Coursework 1 (horizontal axis) and 60% weighting of Coursework 2 (vertical axis) components. An overall minimum grade D is required to pass the module. | ||||||||
| Coursework: | ||||||||
| Coursework: | A | B | C | D | E | F | NS | |
| A | A | A | B | B | C | E | ||
| B | B | B | B | C | C | E | ||
| C | B | C | C | C | D | E | ||
| D | C | C | D | D | D | E | ||
| E | C | D | D | E | E | E | ||
| F | E | E | E | E | F | F | ||
| NS | Non-submission of work by published deadline or non-attendance for examination | |||||||
| Module Requirements | |
|---|---|
| Prerequisites for Module | None. |
| Corequisites for module | None. |
| Precluded Modules | None. |
| INDICATIVE BIBLIOGRAPHY | |
|---|---|
| 1 | Kotler, Philip/ Kartajaya, Hermawan/ Setiawan, Iwan (2021): Marketing 5.0 Technologie fuer die Menschheit. Frankfurt: Campus. |
| 2 | Karsten Kilian/ Kreutzer Ralf T. (2022): Digitale Markenfuehrung Digital Branding in Zeiten divergierender Maerkte. Wiesbaden: SpringerGabler. |
| 3 | Rusnjak, Andreas/ Schallmo, Daniel R.A. (Hg.) (2018): Customer Experience im Zeitalter des Kunden. Wiesbaden: SpringerGabler. |