MODULE DESCRIPTOR FORM

Module Title Marketing Management

Module Code EMBA504 Credit Rating 15

Module Level M 1
Semester of Delivery
Module Leader Dr Ghaith Al Abdallah
Module Tutors Dr Ghaith Al Abdallah
Programmes for which this module is
Executive MBA
core
Programmes for which this module is
elective NA

Date Approved Version Number 1

Relation With Other Modules

Co-requisites None
Pre-requisites None
Module Aims, Learning Outcomes and Indicative Contents
This module aims to provide an in-depth exploration and
practical application of relevant marketing concepts, tools
and techniques.

These include determining product policy, pricing, promotion,

distribution, sales management, and customer segmentation
Module Aims and retention.

It will involve analysing case studies in a critical manner, that

require understanding how to identify marketing
opportunities, refine value propositions, select customer
segments and develop marketing programs for a variety of
markets.

On successful completion of this module students will be

able to:

1. Use core marketing concepts, models and frameworks to

critically analyse marketing scenarios and demonstrate
critical thinking in their evaluations and recommendations
2. Critical analysis and evaluation of complex marketing
challenges.
3. Understanding the value quantitative and qualitative
analysis using marketing research.
4. Develop a credible and critical integrated marketing plan.
Module Learning 5. Through case study discussions, written case write-ups
and formal presentations and project report, learn to:
Outcomes
a. Develop a comprehensive marketing analysis
b. Build a persuasive argument based on critical
thinking.
c. Participate in critical thinking based tutorial
discussions among peers.
d. Make marketing decisions backed by solid
reasoning and critical analysis and evaluation.
e. To listen critically and respectfully to the ideas of
classmates.

 Indicative Contents
 Course Introduction and Overview
 The Marketing Environment
 Individual Consumer Decision Making
 Organizational Consumer Decision Making
 Segmentation, Targeting and Positioning
 Marketing Research
 Branding
 Product Decisions
 Pricing Decisions
 Distribution Decisions
 Promotion Decisions
 Business-to-Business Marketing

Learning and Teaching Strategies

This module depends on a combination of lectures,
simulation, discussion, critical case study analysis,
student presentations, and both individual and group
exercises. Thus, regular attendance, appropriate
Strategies expressions of interest and meaningful contributions to
class activities are expected and valued. Students
should be eager to politely and voluntarily discuss
relevant topics in class in a critical manner.

Contact Hours – Lectures 3 hours/week x 11 weeks = 33 hours

Student’s Self Study (Hours) 117

Assessments
Relevant
Time/Number Weight Week
No. Learning
of Words (%) Due
Outcome
Assignments 1 - 10 - 5
Exam 1 3 hours 50 14 1,2,3
15 minuets:
Presentations 1 The main 10 12, 13 1, 2,3,5
milestones of
 the marketing
Plan
3000 Words:
Project Marketing Plan
1 30 11 1,2,3,4,5
for a local real
product

Learning and Teaching Resources

Available in
Text
the Library?
Title: Framework for Marketing Management, No
6th edition
(the 3rd
Required Texts Authors: Philip Kotler, Kevin Lane Keller
ISBN-13: 9780133871319 edition is
Date of Publication: 2016 available)
Marketing Management, Kotler, Philip; Keller,
Yes
Kevin Lane; Brady, Mairead; Goodman,
Recommended
Malcolm; Hansen, Torben.
Texts
Pearson Prentice Hall, 2009
ISBN-13: 9780273718567

Marketing management and strategy, Doyle,

Peter; Stern, Philip. FT/ Prentice Hall, 2006
Yes
ISBN-13: 9780198274919

Journal of Strategic Marketing available online

Websites Accessible via Academic Source Premier
available through www.ukh.ac/library

On-line Case Studies

Why Hate Ryanair?

Royal Mail: Can’t deliver, won’t deliver.

Other Resources
On-line Mini-Lectures

The Marketing Plan

Perfect Marketing
 Delivery Plan
Week 1 Introduction

Week 2 Scope of Marketing for New Realities

Week 3 Developing and Implementing Marketing Strategies and Plans

Week 4 Buying Dynamics of Consumers and Businesses

Week 5 Target Marketing

Week 6 Product Mix and New Offerings

Week 7 Designing and Managing Services

Week 8 Concepts and Tools for Strategic Pricing

Week 9 Developing and Managing Strategic and Integrated Marketing Channels

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences,

Week 10 and Public Relations

Week 11 Revision

Week 12 Presentations

Week 13 Presentations

Week 14 Final Exam

Week 15