MKT2002H Marketing Management

Academic Year 2019/2020

This module will provide students with an overview of the function of marketing in a business. Among the areas covered in the module are: the role of marketing in society; the scope of marketing in the organisation; analytical methods used in marketing analysis; consumer and business to business markets; understanding and analysing competitors and utilising the marketing toolkit effectively.

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Curricular information is subject to change

Learning Outcomes:

On completion of the module, students will be able to:
Understand the marketing challenges facing organisations today.
Explore customer value and how it can be created and sustained by companies.
Critically assess the role of brands for consumer and business to business marketers.
Evaluate tools and techniques associated with the 4 P's (productm price, promotion, place).

Student Effort Type Hours


Specified Learning Activities


Autonomous Student Learning




Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Managing Change (BMGT2001H)

Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Continuous Assessment: Continuous Assessment Varies over the Trimester n/a Graded No


Group Project: Group Project Varies over the Trimester n/a Graded No


Examination: Examination 2 hour End of Trimester Exam No Graded No


Carry forward of passed components
Resit In Terminal Exam
Spring Yes - 2 Hour
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

General feedback is provided to students on all their submitted assessment components.

Name Role
Ms Michele Connolly Lecturer / Co-Lecturer
Robert Kreuzbauer Lecturer / Co-Lecturer
Anna Lau Lecturer / Co-Lecturer
Ms Christina Burke Tutor
Wincey Cheung Tutor
Assoc Professor Marius Claudy Tutor
Mr Gerard Dooley Tutor
Dr Ken Fong Tutor
Anna Lau Tutor

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