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.

University | Catalogues for 2006/07