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School of Management, Unit Catalogue 2006/07 |
MN20034 Marketing 2 |
Credits: 6 |
Level: Intermediate |
Semester: 1 |
Assessment: EX100 |
Requisites: |
Before taking this unit you must take MN20016 |
Aims: The aims of this unit are:
1. To provide students with an understanding of the practice of marketing management. 2. To introduce students to the fundamentals of marketing strategy implementation and performance measurement 3. To introduce students to a variety of contemporary topics facing marketing today. Learning Outcomes: * To create an understanding of the process of marketing strategy implementation. * To become aware of the fundamentals of managing and measuring marketing performance. * To develop an appreciation of the complexities involved in managing marketing teams. * To develop a broader view of contemporary issues in marketing. Skills: * Market and competitive analysis (T, F, A) * Awareness of dynamic elements that may influence implementation of marketing strategy (T, A) * Devising a marketing performance measurement system (T) * Managing marketing teams (F) * Debate key issues in marketing management (T, A). Content: In line with the above learning aims and outcomes, the course is organized in two parts. Part I involves a series of lectures on Marketing Strategy Implementation, Part II involves a series of lectures on Contemporary Marketing Topics. |
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