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Marketing Planning and Management

Module code: MARK 3015

Module description

This module is designed to be taken by the final year student who is likely to be pursuing a career in marketing. Being strategic in nature, it not only pulls together and builds on knowledge gained from other components of their programme, but it encourages the development of a critical approach to discussing the marketing management strategies of different types of companies. The module is designed to relate to real marketing situations, and the lectures and coursework will reflect and draw on marketing management decisions in context.

Skills developed -

A combination of formal lectures and student-centred tutorials are used. Case studies, videos and class exercises are also used to help develop the student's analytical and decision making skills. These may include guest lecturers, industry experts and/or business executives to share their experiences with the students. This is intended to provide exposure to the genuine dilemmas which companies face when trying to develop their marketing management thinking. Students work individually and in groups. Oral presentations are prepared and written work is normally in a business report format. Students are expected to take responsibility for their own learning and an extensive set of pre-reading is issued at the start of each academic year. It is expected that this preparation will be undertaken by all students enrolled on the module.

The assessments require students to demonstrate the acquisition and processing of data, knowledge application and the translation of such into action. Marketing information will be processed and the development of marketing management strategies and analysis of information will be required to produce a written report to the required standard, in both Coursework and Examination assessments.

Contact hours per student per year

  • Lectures: 44 hours
  • Tutorials: 9 hours


  • Individual Report - company strategic assessment report (3000 words): 50 %
  • Future strategic options narrated presentation:: 50 %

Additional costs: No extra costs other than purchase of books