Introduction to the Module
This module marketing management explores the challenges faced by modern organizations in
a fast moving and rapidly changing environment. It considers how definitions and perspectives
on marketing have changed and continues to change in the face of rising consumer
sophistication and increasing complexity and expectations. The marketing environment its
nature, the socio-cultural environment, the technological environment, the economic,
competitive environment. the political and regulatory environment. Customer behaviour: The
role of behavioural sciences in marketing. This module deals with Purchasing processes, buying
situations, environmental influences, psychological influences, socio-cultural influences,
Consumer versus organisational buying behaviour, Marketing information and research. The
marketing research process includes primary research, secondary research, ethical
considerations and marketing information systems. The uses of qualitative and quantitative
techniques in marketing research. Segmenting markets: The concept of segmentation, the
benefits and dangers of segmentation, criteria for successful segmentation, Different
approaches to segmentation. Marketing practice: The role and responsibilities of the marketing
function, the role of marketing strategy and marketing plans. This will also be considered within
the context of the Chartered Institute of Marketing (CIM) and other professional bodies. The
Sustainability of Marketing The rise and evolution of 'green' marketing and how modern
marketing has embraced and seeks to go beyond corporate social responsibility.
Moreover, there is a realization that marketing decisions impact a variety of stakeholders and
that managing these relationships strikes at the heart of modern marketing management
practice.
Written Assignment I – 1500 (plus or minus 10%) words (50%)
Please write a short description of about 500 words for each of these questions, giving
with examples to illustrate your application for the learning outcomes with academic
citations for this module:
1. In terms of the external environment. Explain how the “macro”
environment is different from the “micro” environment. Give examples (500
words)
2. Culture is one of the most significant influences on an individual’s
consumer behaviour. However, people from the same culture can exhibit
very different behaviour, describe the other 3 main consumer behaviour
influences which explain this. Give an example. (500 words)
3. “Undifferentiated” “differentiated” and “concentrated” are different
levels of segmentation and targeting. Describe using examples what the
above terms mean. (500 words
Written Assignment II- 1500 (plus or minus 10%) words (50%)
Please write a short description of about 500 words for each of these questions, giving with
examples to illustrate your application for the learning outcomes for this module:
1. Positioning is an important aspect of marketing. Explain how a marketer
might use a “perceptual map.” Give examples (500 words)
2. Explain what is meant by the 7P’s of the “marketing mix” Give examples
(500 words)
3. Describe what is meant by the “triple bottom line” in relation to modern
marketing. Give examples (500 words)