MA41 Marketing Management

Module Name: 
Marketing Management
Module Code: 
Teacher : 
Rauf M.A., Juris Ulmanis
Email address :,
Bachelor Degree or equivalent managerial working experience
Marketing is the corporate function which monitors the needs and preferences of a company’s customers as a basis for designing the right kinds of products and services. However, marketing is more than a functional area. It is a philosophy which is a guiding star for the entire organization. Marketing aims at satisfying customers in a way that is profitable to the company. The latter can be done by building up a special relationship with them. After completion of the module you will be able to make a marketing plan. This module discusses the various parts of the marketing plan, such as marketing strategy, marketing objectives and goals, consumer needs, the product, pricing, distribution and sales promotion.
  • Be able to describe and position the marketing function within an organization
  • Evaluate and apply the value proposition inherent in an organization’s strategy
  • Critically evaluate and advise on an organization’s overall marketing strategy based on available mission, corporate objectives and corporate strategy
  • Appreciate and develop an organization’s marketing goals
  • Analyse and appraise an organization’s strengths and weaknesses
  • Analyse and instigate in depth an organization’s competitive environment
  • Identify and evaluate an organization’s supply chain (suppliers and distribution channels)
  • Develop and communicate an organization’s marketing tools in the light of its business and marketing strategies
  • Characterize and evaluate an organization’s Customer Relations Management (CRM)
  • Create and develop a mental and empathic ability to involve ethical judgment criteria to contemplate and shape marketing policies
  • Assess, use and present the Internet and social media as useful tools for an organization’s marketing strategy and policies
  • Defining marketing and the marketing process
  • Understanding the marketplace and consumers (also the new consumer and social media)
  • Strategic marketing planning (including models to execute internal and external audits) and market complexity (e.g. hypercompetition)
  • Designing a customer-driven strategy and mix (including the extended marketing mix)
  • The global marketplace (global trends)
  • Sustainable marketing: Social Responsibility and Ethics
  • Fundamentals of marketing research
Instruction / Study Load : 
  • 36 Lesson hours
  • 101 Hours of reading literature, completing the handbook and preparation for examination.
  • 3 Examination Hours

Total 140 Hours

IBA Final Qualification Mapping: 
Mapped with numbers: 3, 4, 5, 12, 13, 14, 15, 17, 25 and 26. See the EEG for further reference.
Teaching Language: 
Teaching Methods: 
  • Classroom lecturing
  • Case study discussions
  • Video and film
  • Discussion sessions
  • Research Papers
  • Marketing Scenarios
  • Graphic organizers
Module / Lecture and seminar status: 
Testing and assessment: 
Note: This is a Semester 1 Module 3 hour closed book Examination during exam week. See the Handbook and the EEG for further reference.
European Credits: 
Required literature: 
  • Kotler Ph. and Amstrong G. (2012). Principles of Marketing. Fourteenth Edition. Global Edition. Harlow (UK): Pearson Education Ltd. ISBN13: 978-0-273-75243-1
  • Gilligan C. and Wilson R.M.S. (2009). Strategic Marketing Planning. Second Edition. Paperback. Butterworth-Heinemann. ISBN 978-1-856-17617-0