Course description

This module enables students to understand and assess the process of marketing management and how this fits into the organisation’s overall management and planning process. The emphasis will be on the role that marketing management can play in implementing and controlling the marketing mix processes. Both for-profit and non-profit organisations will be considered.

Learning outcomes

On completion of this module, the student will be able to:

1. Demonstrate how organisational goals and strategy may be met through market planning and control.
2. Construct and develop marketing plans utilising all elements of the marketing mix.
3. Critically assess and evaluate the application ofmarketing concepts, models and theories.
4. Communicate the outcomes of the market planning process effectively
   

• Teacher: Fran Hyde