BBS22 Marketing Management Study Guide approved
UNIVERSITY COLLEGE DUBLIN
Bachelor of Business Studies (Singapore)
Marketing Management (MK2002S)
STUDY GUIDE
BBS22 FT Singapore
Copyright December 2014
1
Author: Dr Ajit K Prasad
This manual was prepared for University College Dublin as a comprehensive support for students completing the above mentioned Degree programme.
© This publication may not be reproduced, in whole or in part without permission from
University College Dublin.
Module Coordinator:
Dr Ajit K Prasad
Email:
ajit.prasad@kaplan.com
2
TABLE OF CONTENTS
PAGE
WELCOME MESSAGE
4
1. INTRODUCTION
5
a. Background details
b. Module aims
c. Programme goals
2. MODULE OUTLINE
8
a. Module learning outcomes
b. Themes and topics
c. Learning materials
3. MODULE DELIVERY SCHEDULE
23
a. Session arrangements
b. Student engagement
c. Office hours arrangements
4. ASSESSMENT DETAILS
27
a. Assignments
b. Module assessment components
i. Assignment 1 ii. Assignment 2 iii. Examination
5. GRADING
31
a. University grading policy
b. Grade descriptors for assessment components
6. CONCLUDING COMMENTS
35
APPENDICES
36
3
WELCOME MESSAGE
Welcome to Marketing Management, a module designed to provide you with an insight into market development principles, tools, and planning processes. It seeks to ensure that in a commercial environment you have grasped and understood some of the theories and concepts that will help you in your marketing career
The aim of the course is to provide students with an appreciation of the marketing management function so that they can understand the interaction between marketing and the business strategy.
Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Kotler et al, 2009
Should you require clarification on any matter pertaining to the module, please do not hesitate to contact me.
Dr Ajit K Prasad
Module Coordinator
4
PART
Bachelor of Business Studies (Singapore)
Marketing Management (MK2002S)
STUDY GUIDE
BBS22 FT Singapore
Copyright December 2014
1
Author: Dr Ajit K Prasad
This manual was prepared for University College Dublin as a comprehensive support for students completing the above mentioned Degree programme.
© This publication may not be reproduced, in whole or in part without permission from
University College Dublin.
Module Coordinator:
Dr Ajit K Prasad
Email:
ajit.prasad@kaplan.com
2
TABLE OF CONTENTS
PAGE
WELCOME MESSAGE
4
1. INTRODUCTION
5
a. Background details
b. Module aims
c. Programme goals
2. MODULE OUTLINE
8
a. Module learning outcomes
b. Themes and topics
c. Learning materials
3. MODULE DELIVERY SCHEDULE
23
a. Session arrangements
b. Student engagement
c. Office hours arrangements
4. ASSESSMENT DETAILS
27
a. Assignments
b. Module assessment components
i. Assignment 1 ii. Assignment 2 iii. Examination
5. GRADING
31
a. University grading policy
b. Grade descriptors for assessment components
6. CONCLUDING COMMENTS
35
APPENDICES
36
3
WELCOME MESSAGE
Welcome to Marketing Management, a module designed to provide you with an insight into market development principles, tools, and planning processes. It seeks to ensure that in a commercial environment you have grasped and understood some of the theories and concepts that will help you in your marketing career
The aim of the course is to provide students with an appreciation of the marketing management function so that they can understand the interaction between marketing and the business strategy.
Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Kotler et al, 2009
Should you require clarification on any matter pertaining to the module, please do not hesitate to contact me.
Dr Ajit K Prasad
Module Coordinator
4
PART