772103 Marketing Management For Business L7 Module Guide Tri1, 2025

772103 Module Aims:

Welcome to your Marketing Management for Business module!

This module is designed to equip students with the competencies necessary to navigate a marketing orientation through the critical stages of the marketing planning process.

The module encourages an integrated strategic view, by analysing marketing not just at the corporate level, but also at its implementation. The module also focuses on the customer needs and the brands constraints in the real world.

The module emphasises the wider scope for marketing in the provision, communication and delivery of value. This module aims to help students contextualise the challenges and opportunities facing brands. Furthermore, students will be able to reflect whilst implementing marketing theory into industry practice.

772103 Learning Outcomes: Knowledge

• Students will gain an understanding and critical overview of the foundational knowledge, philosophy, business orientation and activities that marketing involves.
• Students will develop their abilities to synthesis, critique, critical evaluate and integrate relevant marketing theories and practice, and apply them to actual marketing situations.
• Students will have an understanding of the tools that marketing managers can use in their attempts to manage the competitive position of the brand in the marketplace. This will equip students with the technical knowledge required to apply these tools to actual marketing situations.
• Students will be able to analyse brand and societal constraints, a conceptual basis to apply a customer orientated approaches to business decisions.
• Students will develop awareness of ethical working and the importance of delivering sustainable economic, social and environmental outcomes for business and society.

772103 Learning Outcomes: Skills

• Take responsibility for one’s own practice and collaboratively work and build relationships with others to deliver a shared goal in team settings.
• Collect, critically analyse, and evaluate complex data and deploy advanced and established business research and enquiry techniques relevant to contemporary business requirements
• Identify, develop and deploy socially responsible business management practices to deliver sustainable economic, social and environmental outcomes for business and society.

772103 Weekly Teaching:

Total Hours = 100 (over a 12-week period)
On Campus Teaching = 36 hours (3 hours a week, over a 12-week period)
Directed Study (Homework) = 32 hours (Around 3 hours a week, over a 12-week period)
Independent Study (Own Research) = 32 hours (Around 3 hours a week, over a 12-week period)

The indicative module content is outlined below:

• Introducing marketing: the nature, role and function of marketing management
• Developing and managing the marketing team
• Marketing planning
• Market segmentation, target marketing, positioning (STP)
• The marketing mix: product, place, price, and promotion (4 Ps)
• Services marketing: people, process and physical evidence - managing the service encounter
• The marketing environment and assessing the effectiveness of the current resource mix
• Marketing analytical tools
• Implementation and control of marketing programs
• Techniques to manage the marketing budget and reporting the financial performance of marketing
• Strategic marketing programs and strategies in different markets
• Understanding working ethically and responsibly to deliver sustainable practices

772103 Module Themes:

Kindly note, themes and delivery are subject to change as required.

Week 01 – Introduction

This week students will be introduced to one another and your lecturers. We will look at the assessment brief and discuss expectations for the coming week. We will also explore the foundational question “What is marketing?”

Week 02 – Segmentation & Customer Avatars

This week we focus on the “S” of STP (Segmentation, Targeting and Positioning). We will explore breaking broad markets into actionable segments and creating vivid customer avatars. Students will practise evidence-based persona building, a foundation for every decision that follows.

Week 03 – Targeting Consumers & Brand Positioning

Now that segments are defined, we shift focus to the “T” and “P.” How can we strategically target our established customer avatars? Furthermore how do we position the brand in the consumer’s mind.

Week 04 – Product Strategies & Place Strategies

This week attention turns to two Ps of the classic marketing mix (the 4Ps). We examine product-portfolio tactics (line stretching, platforming) and distribution design (direct vs. omnichannel), highlighting how these choices must reinforce positioning.

Week 05 – Pricing Strategies & Promotional Strategies

This week students will explore value-based pricing strategies and align them to integrated promotional plans.
Week 06 – Branding – Value, Equity and Loyalty
In week 06 we dive deep into intangible assets. Using brand-equity models, students will explore brand equity drivers and loyalty initiatives that go beyond repeat purchases—e.g., advocacy and community.

Week 07 – Marketing Strategies – Audits, Ansoff, PESTLE, SWOT

Having mastered core tools, we zoom out to macro- and meso-level diagnostics. Students conduct explore conducting marketing audits, analyse growth options using Ansoff’s matrix under varying internal and external scenarios.

Week 08 – Reading Week

This week is specifically dedicated to ensuring that your reading and research is up-to-date and provide a time for further reading and research. This is also a good opportunity for students to begin drafting their assessments.

Week 09 – Marketing Communications – Communications Mix

Mindful of strategic marketing, the lens narrows again to executing tactics. We compare the strengths of paid, owned, earned and shared channels, developing integrated communication plans that align with Week 08’s strategic choices.

Week 10 – Market Research & Market Control

Before we narrow our focus to the assessment, the spotlight turns to measurement and control of our tactics. Students will consider the design of Key Performance Indicators (KPIs) and experimental tests, ensuring strategies remain adaptive under real-world feedback.

Week 11 – Assessment Surgery - Feedback on your draft assessment

Week 11 is our formative checkpoint. A draft of your assignment should be submitted at the beginning of Week 11. During your Week 11 session you will have the opportunity for feedback from your lecturer. Kindly note, assessment drafts will not be looked at outside of this time so please prepare accordingly.

Week 12 – Submission of final assessment. Conclusion of module

Having received the opportunity to action feedback gained from your lecturer, this week you will submit your final assessment via Turn It In on Canvas, our virtual learning environment (VLE).

772103 Assessment:

Assessment for this module is centred on the application of knowledge and applying the practical toolkits and concepts to a tangible marketing problem.

In its core, the purpose of assessment is to offer students the opportunity to demonstrate their learning against the module competencies.

The assessment is structured as follows:

Marketing Plan (75% of total mark):

In groups of 2-3 students will produce a marketing plan report of 4000 words. The group aspect of the coursework provides students with an opportunity to work as part of a marketing team and to develop key transferable business, personal, interpersonal, and team competencies.

Peer Assessment (25% of total mark):

The group assignments will receive one ‘group mark’. However, individual group members will provide a mark out of 10 for the perceived effort and performance of all other individual group members (not themselves) - this counting 25% of total mark.

This mark is entirely up to each group member and may be discussed as a group (to award everyone 10/10) but is at the sole determination of each member making the assessment.

The peer assessment mark will be an average of the other group members peer assessments. The peer assessment system is specifically designed to fairly reflect effort and contribution for the group assignment as perceived by each group member. This is used to produce individual student marks in a group-based activity, giving them the chance to assess and evaluate each group member’s contribution to the work.

Key Modular Milestones:

Week 01 – Ensure you can access the Canvas page for this module. This virtual learning environment (VLE) is where you will be able to find the assessment brief, module materials, class materials and receive any announcements from the module leader.

Week 03 – By the end of week 03 each group formation for the assessment should be finalised. The group leader is required to provide this information to your lecturer.

Week 08 – Reading Week – Reading, research and initial drafting of your assessment.

Week 11 – By the beginning of week 11, you should have submitted a draft assessment to your lecturer for feedback and review. Your session during week 11 will be an assessment surgery where you can work on your assessments whilst gaining individual feedback from your lecturer.

Week 12 – This will be the final week of the module in which you will submit your final assessment.