MN52102: Integrated marketing management
[Page last updated: 23 October 2023]
| Academic Year: | 2023/24 |
| Owning Department/School: | School of Management |
| Credits: | 10 [equivalent to 20 CATS credits] |
| Notional Study Hours: | 200 |
| Level: | Masters UG & PG (FHEQ level 7) |
| Period: |
- Academic Year
|
| Assessment Summary: | CWOG 50%, CWRI 50% |
| Assessment Detail: |
- Oral presentation Group (CWOG 50%)
- Report Individual (CWRI 50%)
|
| Supplementary Assessment: |
- Like-for-like reassessment (where allowed by programme regulations)
|
| Requisites: |
|
| Learning Outcomes: |
On completion of this module, students will be able to:
- Critically Evaluate the principles and precepts of integrated marketing strategy.
- Critically evaluate, and apply integrated marketing strategy planning concepts and theories.
- Synthesise market, competitor, and customer research to develop an implementable marketing strategy.
- Identify and assess the impact of culture on consumer behaviour and the marketing mix.
- Identify and develop implementation, control, and evaluation methods for the marketing strategy.
|
| Synopsis: | Explore the key topics in strategic marketing planning for international consumer and business markets. You will develop your understanding of marketing planning to deliver value to consumers and businesses and satisfy needs that are more complex than ever before. You will focus on the internal assessment of a firm's assets against global market opportunities and threats.
|
| Content: | - Marketing strategy, international marketing theory and the strategic planning process.
- Role of mission, vision, corporate objectives.
- Internal analysis (micro) environment: Marketing resources, capabilities, and competencies.
- The global marketing environment (macro), change and drivers in the performance (meso) environments.
- Cross cultural market research and intelligence.
- Portfolio and customer analysis.
- Customer journey mapping and customer relationship management.
- Competitive benchmarking.
- Models of buyer behaviour and factors influencing behaviour across cultures.
- International Marketing planning, implementation of tactics, control and evaluation.
|
| Course availability: |
MN52102 is Compulsory on the following courses:
School of Management
|
Notes: - This unit catalogue is applicable for the 2023/24 academic year only. Students continuing their studies into 2024/25 and beyond should not assume that this unit will be available in future years in the format displayed here for 2023/24.
- Courses and units are subject to change in accordance with normal University procedures.
- Availability of units will be subject to constraints such as staff availability, minimum and maximum group sizes, and timetabling factors as well as a student's ability to meet any pre-requisite rules.
- Find out more about these and other important University terms and conditions here.
|
