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Marketing Management

duration Duration: 1 teaching period

unit code Unit Code: MKT60010

contact hours Contact Hours: Recommended 8 hours of study per week

About this unit

The aim of this unit is to provide professionals a framework for marketing. The unit is taught from a marketing management perspective and examines the scope and role of the marketing discipline, equipping participants with the tools for the management, analysis, development and implementation of marketing strategies. Specifically, the unit examines the role and influence of marketing in the context of modern business; explains the key concepts, models and theories upon which the practice of marketing is based; applies key concepts, models and theories in the development of marketing planning; and critically assesses the various marketing challenges firms face in a competitive market place.


  • Marketing and value exchange
  • Competitive advantage
  • Capturing market insights
  • Connecting with consumers
  • Brands, branding, brand equity
  • The marketing process and strategic planning
  • New product development process and diffusion of innovation
  • Delivering value
  • Communicating value
  • Implementation of the marketing plan, and evaluation and control of marketing performance
  • Marketing performance and the future of marketing

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