Module Outline Marketing Management 2
MN- M013Marketing Management
Academic Year 2014-15
Module Handbook
Module Co-ordinator:
Dr Cathy McGouran
Office: Haldane 129
Office Hours: Mondays 16.30-17.30; Friday 14.30-15.30
Email: c.mcgouran@swansea.ac.uk
Teaching Staff:
Sarah Owens
Office: Haldane 135
Office Hours: Monday 10.30 -11.30 ; Thursday 4.30 -5.30
Email: s.j.owens@swansea.ac.uk
School of Management
MN- M013 Marketing Management
Module Overview
Introduction
As co-ordinator of the Marketing Management module, I wish to welcome you to the course.
The purpose of marketing is to create long-term and mutually beneficial relationships between an organisation and the public it serves. The essence of successful marketing is to combine a detailed understanding of market needs and dynamics with appropriate product/ service offerings and effective communication programmes. The job of the Marketing Manager is to achieve this match; to take responsibility for the process of understanding and matching customer needs with company competencies to produce products/services with a unique competitive positioning which are capable of yielding sustained profitability and growth. To fulfil this function the Marketing Manager is required to play a strong role in strategic planning and business development, and to be able to follow through to successful implementation. Key skills of the Marketing Manager include market research, strategy development, planning and budgeting, new product innovation and ideas, and designing communications campaigns using the latest and best media.
The module is designed to deepen your interest and expertise in the area of Marketing Management and the Study Guide is designed to support your learning. While much of the focus is on knowledge acquisition, attention is also given to enhancing and developing your professional and personal skills and competencies. In order for our teaching aims and objectives to be successful we require, you, the
Academic Year 2014-15
Module Handbook
Module Co-ordinator:
Dr Cathy McGouran
Office: Haldane 129
Office Hours: Mondays 16.30-17.30; Friday 14.30-15.30
Email: c.mcgouran@swansea.ac.uk
Teaching Staff:
Sarah Owens
Office: Haldane 135
Office Hours: Monday 10.30 -11.30 ; Thursday 4.30 -5.30
Email: s.j.owens@swansea.ac.uk
School of Management
MN- M013 Marketing Management
Module Overview
Introduction
As co-ordinator of the Marketing Management module, I wish to welcome you to the course.
The purpose of marketing is to create long-term and mutually beneficial relationships between an organisation and the public it serves. The essence of successful marketing is to combine a detailed understanding of market needs and dynamics with appropriate product/ service offerings and effective communication programmes. The job of the Marketing Manager is to achieve this match; to take responsibility for the process of understanding and matching customer needs with company competencies to produce products/services with a unique competitive positioning which are capable of yielding sustained profitability and growth. To fulfil this function the Marketing Manager is required to play a strong role in strategic planning and business development, and to be able to follow through to successful implementation. Key skills of the Marketing Manager include market research, strategy development, planning and budgeting, new product innovation and ideas, and designing communications campaigns using the latest and best media.
The module is designed to deepen your interest and expertise in the area of Marketing Management and the Study Guide is designed to support your learning. While much of the focus is on knowledge acquisition, attention is also given to enhancing and developing your professional and personal skills and competencies. In order for our teaching aims and objectives to be successful we require, you, the
References: Berthon, P. and J. M. Hulbert (2003) Marketing in metamorphosis: Breaking boundaries. Business Horizons Vol. 46 (May-June), pp. 31-40. Ambler, Tim et al Levitt, T. (reprinted 2004) Marketing Myopia, Harvard Business Review, Vol 82 No. 7/8 (July/August), pp. 138-149. Mueller, S., Lockshin, L., & Louviere, J. J. (2010). What you see may not be what you get: Asking consumers what matters may not reflect what they choose. Marketing Letters, 21(4), 335-350.