Marketing Management Module Description The module addresses the management challenge of designing and implementing marketing programmes to carry out a firm’s strategy in its chosen target markets. It develops abilities to make marketing decisions in a variety of circumstances from manufacturing, retailing, public authority and situations in developing countries. The course encourages the use of technology to aid in analysis, decision-making and communication of decisions to relevant stakeholders. Module Learning Outcomes to be assessed Upon successful completion of this module students will be able to: • Devise, plan, and utilise integrated approaches leading to the development and presentation of marketing plan(s) and marketing management decisions which incorporate the appropriate integration of theory and practice. • Critically determine, formulate and define strategic marketing decisions based on analytical techniques delivered in the module and understand and demonstrate the importance of using analytical and logical skills in the application of marketing concepts to marketing issues • Devise effective and integrated marketing plans based on a sound conceptual framework and related to marketing decisions which may be related to specific problems, examples, case studies or other appropriate models • Comprehend, evaluate, and demonstrate a critical awareness of the value of marketing management in business organisations and of how marketing tools and techniques may apply to marketing situations and discuss how these may be used in particular situations and analyse the marketing environment, understand customers and identify opportunities (and threats) in the market place; • Understand and demonstrate a critical awareness of the importance of marketing techniques including for example segmentation, and how marketing information is used to select target markets and design marketing programs to serve the selected target markets; • Develop and demonstrate a critically evaluative and systematic approach to the use of research in the development of marketing strategies for organisations in different market positions and in the evolution of marketing practice. Indicative Assessment Requirements for the Module Assessment Type: Individual Coursework (100 per cent) Each student will work on a single case study that has been allotted to them. The questions are given at the end of the case study. Dates for individual coursework submissions will be provided by the programme administrator. Marking criteria: Please note that this should be in the form of a report and not an essay and the word count should be between 4000 words excluding Harvard style references. You will receive an individual mark for this work. It is emphasised that this aspect of the coursework should be your own work and not group work, so it is in your personal interest to ensure that you do not share it with other group members. The examiner is looking for evidence of comprehension of the four tasks involved in the questions that accompany the case study; your views; critical awareness; use of theory; interpretation and judgement; use of evidence; evaluation and a systematic approach to the use of research. It is suggested that 100 words is used in providing an introduction that sets the scene for what is to follow

1. Critically analyse and evaluate the employee relations strategy that the organisation could establish for the German operation and subsequent expansion into other countries? (Include and reflect on high, low and medium behaviours/ societies; possible merger, acquisition, joint venture) 2. Assess the cultural differences and similarities that the three expatriates may face in Germany? 3. Identify the training and development required for the expatriates to fit in with their new colleagues? 4. Assess and describe the pay and benefits package that could be offered to the expatriates? 5. Analyse and explain the arrangements the organisation would need to make for the three staff for their successful repatriation to the UK? Notes/ Guidance • You are required to address each of the points raised in the brief. • Provide definitions • You need to incorporate theory and sources in your report • Provide possible examples from the case study. • Harvard referencing needs to be provided. • Do not use Wikipedia. • Do not simply copy and paste. Suggested report format Title Page Contents page 1 Introduction • Begin with brief details of the aims and objectives of the report. • Provide background. 2. Report detail • Reflect on theory, findings and observations. Balance these and compare. • Reflect on each of the tasks/ headings and analyse/ evaluate/ compare. 3. Conclusion and recommendations • Pull together your findings/ theories and observations. • Provide recommendations. Referencing (Harvard referencing) Any relevant Articles / Appendix Assessment criteria Your assignment will be assessed against the following criteria; 1. Business awareness – appreciation of international, national and organisational context 20% 2. Knowledge of the subject matter – evidence of wide reading and a comprehensive familiarity with the topic reinforced by citations from appropriate third-party sources, research and relevant literature 30% 3. Critical thinking – demonstration of the ability to analyse and evaluate both theory and research and to make objective and impartial judgements and proposals 30% 4. Application capability –the development of firm conclusions which reflect the analysis undertaken 10% 5. Presentation and persuasion skills – the systematic organisation and presentation of the report so that it is coherent, convincing, accurate, reader-friendly and businesslike 10%