【2018年整理】市场营销讲义 BSP022_Module outline.doc

Loughborough University Business School Module Outline for 02BSP022 Marketing Management [module code] [module title] Modular weight 15 Exam weighting 75 Prereq modules None Availability 3 Internal Examiner Dr. Chanaka Jayawardhena and Mr. Gareth Smith Semester taught Semester One Keywords MARKETING,STRATEGY,PLANNING,ANALYSIS Aims The aims of this module are:to provide an understanding of the core concepts and skills in Marketing Management;to develop skills needed to analyse marketing problems;to develop the ability to work together effectively, efficiently and cooperatively as a team member, and, when appropriate, organise, guide and motivate other team members. Intended Learning Outcomes On completion of this module, students should be able to:Knowledge and Understanding:- analyse the marketing environment of an organisation;- discuss the choice of strategic focus for an organisation;- develop a core marketing strategy;- develop a basic marketing plan;- construct a logical marketing mix within the marketing planning context;- explain organisational requirements of effective marketing management.Subject-specific Skills:- critically assess and interpret marketing data;- analyse marketing problems using appropriate marketing tools;- develop, evaluate and assess alternative scenarios for marketing management tasks;- prepare a marketing plan.Transferable Skills:- work effectively in a small team on analysing and solving marketing problems;- make oral presentations of marketing plans to a management audience. Contents Customer-led business; strategic marketing planning; buyer behaviour; the marketing information system; market segmentation; positioning and differential advantage; creating competitive advantage; market dynamics and competitive strategy; the marketing mix; building customer relationships. Method of Teaching, Learning and Assessment Total student effort for the module: 150 hours on average over one semester. Teaching