Marketing Management Essentials

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 and brand management
  • Going to market through channels - channel selection and management
  • Going to market internationally
Terms taught Lent
Credits 8 ECTS credits
Prerequisites MKTG 222
Assessment 50% coursework and 50% exam