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Marketing for Management

Module description

A good understanding of strategic marketing is not just useful for a future in marketing but is essential to a management career regardless of discipline or sector. Having a fundamental understanding of how markets operate and what customers want combined with which drivers are at play and how best to take advantage of them, will benefit your overall management abilities. This module will teach you the fundamentals of marketing planning, strategy and tactics, informed by the emerging synergies and opportunities offered by developments in technology.

This module will enable you to view the function of marketing through the lens of differing business contexts such as Consumer Brands, Business to Business, Not for Profit, Services etc. It will also encourage you to reflect on the skills, characteristics and traits of successful marketing leaders.

You will not need any prior knowledge of marketing, however, if you do have previous knowledge you will find that this module will challenge you to think in different ways about the ways in which marketing theory is used in practice throughout a variety of different organisations and for differing purposes.

Full module specification

Module title:Marketing for Management
Module code:BEMM455
Module level:M
Academic year:2023/4
Module lecturers:
  • Mr Alex Janes - Convenor
Module credit:15
ECTS value:






Duration of module: Duration (weeks) - term 1:


Module aims

The aim of this module is to enable students of management to gain a greater appreciation of the role of marketing in the strategic management of organisations. The module will develop their understanding of:

  • Consumers needs and wants in relation to developments to wider society as informed by consumer research
  • The data and tools required for the design and delivery of marketing strategy
  • How to use the marketing mix in a tactical way to achieve strategic objectives
  • Marketing communications principles & how to utilise the marketing communications mix
  • Identifying, deploying & supporting innovative marketing channels
  • Developing value creating relational exchanges with customers
  • The role of digital tech in innovating marketing activity
  • The way in which marketing is used in different contexts eg service organisations, Professional Services, B2B, FMCG, Not for Profit  etc

By the end of this module students will have confidence in their knowledge of marketing strategy and their abilities to appreciate how different marketing tactics can maximise consumer/service user engagement.

This module will also be informed by applied business case studies and research currently being undertaken by academics working in the field of marketing and business analytics research.

An example of a core text book for this module is: Baines P, Fill C, Rosengrene S and Antonettie P (2017) Fundamentals of Marketing, Oxford University Press, Oxford

ILO: Module-specific skills

  • 1. identify the key trends in customer behaviour impacting on the practice of international marketing management in relation to wider societal trends;
  • 2. design a marketing strategy;
  • 3. recommend the most appropriate marketing mix to use to achieve key strategic marketing objectives.

ILO: Discipline-specific skills

  • 4. explain where marketing theory and practice fits into the overall management approach within organisations;
  • 5. understand the relationship between changes in society and the marketing approaches taken by organisations.

ILO: Personal and key skills

  • 6. use marketing data to make informed strategic marketing recommendations;
  • 7. work as part of a team to produce reports and presentations using marketing data suggesting appropriate marketing solutions;
  • 8. reflect on Marketing Leadership and its contribution to the Organisation’s success.

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Learning and Teaching Activity12Lectures
Learning and Teaching Activity24Seminars: Using Case Study Method of teaching, as well as workshop style sessions for practical activities such as presentations, and assessment practice
Learning and Teaching Activity114Work on assessments, Additional reading, Preparation for Case Studies and reading prior to Lectures, Meetings for Group Work
Guided Independent StudyA variety of marketing practitioners will appear in person or through webinars to talk about their marketing careers, to give students a flavour of the variety of career options available in Marketing

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Mid Term Plan for report, structure etc750 words per group7Written & Verbal feedback
ObservationOngoing1,2,3,4,5,6,7,8Verbal Feedback

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Group Project Presentation (Group work meetings can be face to face or electronic, the final presentation can be videoed following approval by module leader)3015 minutes1,2,3,4,5,6,7Written & Verbal
Individual Project503,500 words1,2,3,4,5,6,7Written
Individual Reflective essay201,500 words8Written

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Group Project Presentation (30%)Individual PowerPoint 20 Slides (or equivalent) Presentation (not presented verbally) (30%)1,2,3,4,5,6,7Referral/Deferral Period
Individual Project (50%)Individual Company Report 3500 words (50%)1,2,3,4,5,6,7Referral/Deferral Period
Individual Reflective Essay (20%)Individual Reflective Essay 1500 words (20%)8Referral/Deferral Period

Re-assessment notes

Individual Assessment – Written Project evaluating a firm’s Marketing Strategy – its design & implementation 3500 words, accompanied by slide presentation and Individual Reflective Essay

Syllabus plan

  •  Why people buy – Consumer & Organisational Buying Behaviour
  • Marketing Planning – The Audit – Where are we now? Research, Analysis & Evaluation
  • Developing Marketing Strategies – CRM, STP, Ansoff, Competitor Strategy
  • Developing value creating relational exchanges with customers
  • Deploying the Marketing Mix – the 7 ‘P’s
  • Marketing Leadership in different contexts– Managing Performance

Indicative learning resources - Basic reading

Kotler P, Keller K, (2016) Marketing Management (Global Edition) Pearson

Module has an active ELE page?


Indicative learning resources - Other resources

Other resources: Various Readings, Videos, Guest Lectures, Webinars etc

Origin date


Last revision date