• Executive Diploma In Business Administration And Management

Marketing Operations and Management

Unit title: Marketing Operations and Management
Unit code:  
Level: Postgraduate Diploma – Level 7
Credits: 30


Main aims of the Unit

The main aim of this unit it to introduce students to the key practical dimensions of marketing management, including marketing research, marketing strategy, marketing communications and operational management and also highlight the way the different functions need to be integrated. The unit aims to bring all the marketing dimensions together with a view to implementing them in a real business environment.

The unit will enable students to:

  • Identify and apply relevant marketing concepts and models
  • Appreciate the key factors influencing value creation by marketing organisations
  • Develop appropriate marketing strategies, plans and activities to a range of business contexts
  • Research and write a report of marketing practices in a service organisation, with appropriate data gathering and analysis
  • Provide an understanding of contemporary issues in marketing management
  • Understand the marketing operations required in developing marketing competences across organisational, national and sector boundaries

Main Topics of Study

  • Value of marketing in management decision-making
  • Core marketing concepts
  • Value and satisfaction
  • Supply chain
  • Marketing environment
  • Marketing in changing marketplaces
  • Marketing accountability
  • Building strong brands
  • Delivering and communicating value
  • The value delivery process
  • The central role of strategic planning
  • Defining corporate mission
  • Establishing strategic business units
  • Business unit strategic planning
  • Organisational culture
  • Marketing innovation
  • Components of a modern Marketing Information System
  • The Marketing Intelligence System
  • Analysing the Macro-environment
  • Forecasting and demand measurement
  • Estimating future demand
  • Conducting marketing research
  • The marketing research process
  • Measuring marketing productivity
  • Measuring social media
  • Developing effective marketing dashboards
  • Influences on consumer behaviour
  • Power of sensory marketing
  • The consumer buying decision-making process
  • Behavioural decision theory and behavioural economics
  • Influences on organisational buying behaviour
  • Participants in the business buying process
  • The purchasing/procurement process
  • Stages in organisational buying process
  • Managing business-to-business customer relationships
  • Establishing corporate trust, credibility and reputation
  • Bases for segmenting consumer markets
  • Market targeting
  • Effective segmentation criteria
  • Competing on a global basis
  • Deciding on which international markets to enter
  • Deciding on methods of entry into foreign markets
  • Deciding on the international marketing programme
  • Country of origin effects
  • Developing a brand positioning
  • Selecting a competitive frame of reference
  • Alternative approaches to brand positioning
  • Creating brand equity
  • Roles and scope of brands
  • Measuring brand equity
  • Devising branding strategy
  • Customer equity
  • Growth strategies
  • Competitive strategies for market leaders
  • Niche specialist roles
  • Product life cycle marketing strategies
  • Managing a marketing crisis
  • Product characteristics and classifications
  • Product hierarchy
  • Product and service differentiation
  • Environmental issues
  • Product and brand relationships
  • Packaging, labelling and warranties
  • Product mix pricing
  • The nature of services
  • Achieving excellence in services
  • Managing service quality
  • Managing product support services
  • Post-sale service strategy
  • New product options: Make or buy
  • New Product Development Process
  • Managing the development process
  • Factors affecting new product success or failure
  • Consumer adoption process
  • Diffusion of innovations
  • Pricing in a digital world
  • A changing pricing environment
  • Pricing strategies
  • Discounts and allowances
  • Initiating price changes
  • Responding to price changes
  • The importance of channels
  • Multichannel marketing
  • Service sector channels
  • Channel management
  • Training and motivating channel members
  • Channel integration and systems
  • Conflict resolution
  • E-commerce marketing practices
  • Legal and ethical issues in channel relations
  • Modern retailing environment
  • Private labels
  • Wholesaling and current trends
  • Market logistics
  • The role of marketing communications
  • Developing effective communications
  • Celebrity endorsements
  • Selecting the marketing communication mix
  • Coordinating media
  • Developing and managing an advertising programme
  • Setting advertising budgets
  • Sales promotions
  • Events and experiences
  • Public Relations
  • Online marketing
  • Social media
  • Word of mouth
  • Mobile marketing
  • Developing effective mobile marketing programmes
  • Direct marketing
  • Direct Mail
  • Catalogue selling
  • Telemarketing
  • Direct response marketing
  • Customer databases and database marketing
  • Data mining
  • Sales force objectives and structure
  • Sales force size
  • Managing the sales force
  • Evaluating sales force performance
  • Principles of personal selling
  • Relationship marketing
  • Trends in marketing practices
  • Internal marketing
  • Organising the marketing department
  • Corporate and social responsibility
  • Social marketing
  • Marketing controls
  • The future of marketing

Learning Outcomes for the Unit

Upon successful completion of the course students will be able to:

  • Recommend Marketing Research techniques to obtain information for marketing decision-making
  • Appreciate and use marketing strategic planning models
  • Recommend applications of the elements of the promotional mix to reach and influence target audiences
  • Understand the activities associated with the design, development and marketing of products and services
  • Reflect on the developments and importance of marketing orientation to commercial and non-commercial organisations
  • Understand the key concepts and techniques of direct marketing
  • Develop effective marketing plans for the marketing, promotion and distribution of products in different operating environments
  • Understand the legal, ethical, social and global issues marketing managers must consider in their decision-making

Learning and teaching methods/strategies used to enable the achievement of learning outcomes:

Learning takes place on a number of levels through lectures, class discussion including problem review and analysis. Formal lectures provide a foundation of information on which the student builds through directed learning and self-managed learning outside of the class. The students are actively encouraged to form study groups to discuss course

Assessment methods which enable student to demonstrate achieving the learning outcomes for the Unit:

Project (5000 words) on a topic selected by the candidates which addresses the learning outcomes of the unit

Indicative Reading for this Unit:

Main Text

Kotler P., Keller K. Marketing Management Global Edition 15th edition Pearson

Alternative Text and Further reading

  • Baines, P. and Fill, C. Marketing, 3rd edition. Oxford: Oxford University Press
  • Jobber, D. and Ellis-Chadwick, F. Principles and Practice of Marketing. London: McGraw-Hill Higher Education.
  • Fourali, C. The Promise of Social Marketing, London: Routledge.

Guideline for Teaching and learning time (10 hours per credit)

100 Hours - Lectures / Seminars / Tutorials / Workshops:

Tutorial support includes feedback on assignments and may vary by college according to local needs and wishes.

100 Hours - Directed learning:

Advance reading and preparation / Class preparation / Background reading / Group study / Portfolio / Diary

100 Hours - Self managed learning:

Working through the course text and completing assignments as required will take up the bulk of the learning time. In addition students are expected to engage with the tutor and other students and to undertake further reading using the web and/or libraries.