LB5202 - Marketing Management

This subject considers the fundamental concepts of marketing planning and analysis and how the individual elements of marketing are interrelated with each other. Students will gain a sound understanding of basic principles and language of marketing theory and practice. An emphasis is placed on the importance of innovative product and service development; creating customer value, satisfaction and loyalty; building stronger brands; shaping the market offerings; delivering value through networks and channels, and communicating value through an integrated communication program. This subject will take a more holistic view of marketing within the context of the organisation. Students gain practical experience in analysing marketing situations through case studies and developing a comprehensive marketing plan.

Learning Outcomes

• understand marketing from a holistic perspective within the organisation;
• analyse and evaluate credible sources of marketing information to prepare a well-reasoned marketing plan;
• understand and apply the strategic planning and marketing decision process;
• critically evaluate and apply marketing principles and theories to selected "real life" organisations and case studies.

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.