Marketing Management Essentials
ECTS: 8 credits
The module aims to provide students with the opportunity to further develop their knowledge of marketing management, its conceptual frameworks and techniques; applying and adapting their knowledge of these frameworks to a diverse range of marketing management contexts. Topics covered include Going to Market in B2B - Business Buyer Behaviour; Going to Market in B2C - Consumer Buyer Behaviour; Going to Market with Brands - Brands & Brand management; Going to Market through Channels - Channel selection and management; Going to Market Internationally.
Year/Course Type: 2ma, 2mi, 3ma,3mi
Terms Taught: L
Contact Hours: 30 Total (20 Lectures, 10 Workshops)
Person Responsible: Dr Peter Lenney
Prerequisite - MKTG222
The textbook for this course has been specially constructed by Lancaster with the publishers Pearson Prentice-Hall – ‘Marketing Management Essentials’. This custom textbook maps directly onto the course content and is available from the campus bookstore.