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Marketing Management

Code

GBE-MAM1

Version

2.0

Offered by

Global Business Engineering

ECTS

5

Prerequisites

None apart from general admission requirements to the GBE education.

Main purpose

The purpose of the course is to obtain a wide knowledge in marketing management and develop skills in order to be able to write a complete marketing plan for any business/organisation and product/service using relevant theories and models to identify, design and choose between alternative operative, tactic and strategic marketing possibilities.

Knowledge

  • Understanding markets, market demand, a company’s marketing environment and its current strategy
  • The concepts of customer value, satisfaction and loyalty as the basis for all successful marketing strategies
  • The competitive environment in which the company operates
  • Customer behaviour and how purchase decisions are made at the individual, group and organizational level
  • Segmentation criteria, target group definition and what constitutes a competitive marketing positioning strategy
  • The key components of the marketing mix: Product, price, promotion and place.
 

Skills

  • To carry out a full and detailed situation analysis by applying key theories and models like a PEST analysis, Porter’s 5 Force analysis and model for competitive strategies, how to identify key market and customer trends with their possibilities and threats
  • Analyzing customer behaviour in both consumer and business markets, determine customer needs and determine how product decisions are made
  • Segment markets in order to determine appropriate target groups and to develop a fitting strategy and positioning to cover their needs while being competitive
  • Execute the strategy with an effective marketing mix comprising concepts such as brand equity, product strategy, product life cycle management, service management for services, choosing an appropriate pricing strategy, managing distribution channels and mass/personal/digital communication.
 

Competences

  • Analyse any market in terms of conducting a PEST analysis, an analysis of the competition, developing an understanding of customer behaviour in both B2B and B2C markets and overall market trends and developments
  • Based on the above analysis of the marketing environment, to design a competitive marketing strategy encompassing segmentation, target group definition and positioning
  • Based on the chosen strategy, to develop an effective marketing mix in terms of product, price, promotion and distribution strategies to implement the marketing strategy
  • Based on market analysis and suggested strategy, design and illustrate suggestions for concrete marketing activities.
 

Topics

  • Apply core theories and models within marketing management to practical marketing problems while acknowledging their use and limitations
  • Make a structured situational analysis of a company and its surroundings
  • Identify relevant issues based on the above and develop a well-founded and cohesive marketing strategy in order to write a full marketing plan 
  • Design and illustrate suggestions for concrete marketing activities on a given market.

Teaching methods and study activities

Duration: 1 semester - 137,5 hours of student work load.

Activities during the course: Dialog based teaching, class discussions, group work, cases, presentations, individual and group home assignments.
 
CATEGORY 1
Participation of lecturer and students
Initiated by the lecturer
44 hours-  32%
  • Lessons, scheduled
  • Excursions
  • Project guidance
  • Laboratory work
  • Exams and tests
 
CATEGORY 2
Participation of students
Initiated by the lecturer
61,5 hours - 45%
  • Assignments, self-study
  • Project and group work
  • Homework and preparation for exams
  • Evaluation of the teaching
 
CATEGORY 3
Participation of students
Initiated by students
30 hours - 22 %
  •  Homework and preparation for exams
  • Self-study
  • Project work
  • Study groups
  • Literature search
 
CATEGORY 4
Participation of lecturer and students 
initiated by students
2 hours - 1 %
  •  Debate meetings
  • Study guidance
 

Resources

Principles & Practice of Marketing, latest edition
David Jobber & Fiona Ellis-Chadwick
Publisher: McGraw-Hill

Evaluation

Permit criteria for attending examination:
 
Test(s) during the course passed

Examination

​Written examination:

External examiner

Allowed tools:

Course literature, Personal notes, Laptop and calculator.

Please note that re-examinations may take a different form than the ordinary exams.

Grading criteria

1 test during the semester accounts for 40 % of the final grade.
 
Written exam accounts for 60 % of final grade.
 
The instructor may change grading criteria to include or exclude other activities as part of the final grade, including for example more tests or no tests at all.

Additional information

 

Responsible

Elo Simoni

Valid from

8/15/2018 12:00:00 AM

Course type

Global Business Engineering Classic
Business and Management

Keywords