Marketing management BA2080

"Marketing is about the interplay between the company and its customers within the context of competition," according to Richard Tedlow (Harvard Business School). 

The New Fontana Dictionary of Modern Thought (1999) describes marketing in flamboyant terms: ‘Now widely held to be the most important of industrial and commercial disciplines’. It is a core activity of all types of organization – and fundamental to success – yet it remains misunderstood.

Marketing is the management function most representative of society at the outset of the 21st century. Marketing management seeks to introduce the core concepts associated with contemporary marketing management. A fulsome effort is exerted so that you are encouraged to engage in a critical assessment of marketing thought and the application of marketing in the marketplace.

Topics covered

  • General introduction to the topic of marketing management 
  • Philosophical underpinnings of marketing management 
  • Three levels of marketing within the organisation – as culture, as strategy and as tactics – are used to highlight the role of the marketing concept, STP (segmentation, targeting and positioning) and the elements of the marketing mix (4Ps).
  • Contemporary issues central to understanding marketing management at the start of the twenty-first century.
  • Strategy as Position 
  • Consumer behaviour (B2C marketing) is examined 
  • B2B (business-to-business) marketing
  • The crucial role of marketing research 
  • Segmentation, targeting and positioning (STP)
  • The value of branding to the success of all types of organisations. 
  • The marketing mix (4Ps - product, promotion, price and place). 
  • Product management, the role of the product life cycle.
  • Innovation in new product development.
  • Communications process and the role of advertising in contemporary society.
  • Managing personal selling 
  • Pricing as a competitive tool
  • Customer value delivery systems.
  • Marketing evaluation and control
  • Global and international marketing 

Learning outcomes

By the end of this module students should be able to:

  • Recognize the significance of marketing contributing to national wealth creation and economic development, and the relationship between consumer choice and democracy;
  • Discuss corporate marketing management – as initiated by the likes of Peter Drucker, Theodore Levitt, and Philip Kotler – including the marketing mix (4Ps) and services marketing mix (7Ps) frameworks, the product life-cycle, models about marketing communications and persuasion, pricing approaches, marketing research, buyer behaviour, product policy, strategic approaches to marketing, sources of brand equity, market segmentation, and disintermediation impacts on channels of distribution;
  • Assess the social responsibilities of marketers and limitations associated with conventional marketing management.


This module is assessed by a three hour unseen written examination.

Essential reading

  • Principles of Marketing (Kotler & Armstrong)