MARKETING MANAGEMENT Number of Aston credits:
Number of ECTS credits:
Staff Member Responsible for and Teaching the Module: Professor Veronica Wong (Convenor), Marketing Group Nelson Building, Room 238, Extension 3273 Email: [email protected]
Availability: Please see Samantha Doidge, NB 236, Extension 3147 Professor Anton Meyer Institute of Marketing, LMU Munich Ludwigstr. 28, RG, 80539 Munich Email: [email protected]
Phone: +49 89 2180 3321
Others Contributing to the Module: Dr. John Rudd, Marketing Group Nelson Building, Room 237, Extension 3218 Email: [email protected]
Availability: Please contact Samantha Doidge, NB 236, Extension 3147 Dr. Roland Kantsperger (Institute of Marketing, LMU Munich) Email: [email protected]
Phone: +49 89 2180 5611 Dipl.-Kffr. Ursula Raffelt (Institute of Marketing, LMU Munich) Email: [email protected]
Phone: +49 89 2180 3326 Frank Azimont (EM-Lyon) Email: [email protected]
Phone: +33 4 78 33 79 03
Pre-requisites for the Module: None.
Module Objectives and Learning Outcomes: The module is designed to enable you to develop an appreciation of the role of marketing and the management of marketing functions in the modern organisation. The course will focus on what being "market oriented" means, in practice, to organisations operating in both the commercial and public sectors. The course helps you to understand the challenges of marketing management in manufacturing and service industries: analyzing marketing environments; evaluating strategic alternatives and designing and implementing marketing programmes involving decisions about products/services, pricing, distribution and promotion.
Specific Objectives include: • • •
To develop knowledge and understanding of key theories, concepts and models in marketing to guide the development and execution of marketing strategies. To develop the skills to critically analyse marketing situations facing organisations. To develop written and verbal presentational skills.
Module Content: Week 1
Lectures, Case study seminars, Individual & Group learning & preparation
Marketing in the Modern Organisation
The Marketing Strategy Process Introduction to case study analysis in Marketing
Market Dynamics and Competitive Strategy Case Study: Syndicate Group Analyses
The Organization and its Customers Case Study: Syndicate presentations and plenary discussion
Market-led Innovation Case Study: Syndicate Group Analyses
Customer Equity Management Case Study: Syndicate presentations and plenary discussion
Integrated Marketing Mix Case Study: Syndicate presentations and plenary discussion
Individual Study Course Revision Assessment Preparation/Assessment
Individual reading and study, together with lectures, are designed to achieve the first learning objective. Case study analysis, initially individually and subsequently in syndicate groups, is designed to achieve the second learning objective. Syndicate presentation and defence of their analyses, both in written and verbal form, is designed to achieve the third learning objective.
International Dimensions: Case studies, readings and examples are drawn from market environments around the world. Throughout the course, there will be a strong emphasis on issues relating to marketing in a global environment.
Corporate Connections: Case studies of real world firms are used. At least one visiting speaker from industry, commerce or professional marketing bodies (e.g., CIM, IDM) will be contributing to the module.
Contribution of Research: Aston-led research such as the “Marketing in the 21st century” project, involving collaborators from over 15 countries and ongoing studies on “Market-led innovation”, are discussed during the course. Published work, including key texts and journal articles, are included as essential and recommended readings. Munich contributes to the Marketing Management Module integrating its research regarding the management of immaterial resources as brand management, customer relationship management and services management. Ongoing studies on visual brand research, co-branding and brand alliances as well as the effect of effort and ability and the influence of employee attractiveness on customer evaluation of the service encounter are discussed during the course.
Method of Teaching: Individual reading and study, lectures and case study analysis. For the contribution of each to the learning objectives see Module Content above.
Method of Assessment: 2 hour, OPEN BOOK, case study examination. Specific questions are posed to test subject knowledge, analytical skills in applying that knowledge to the case study, and ability to communicate through the written word.
Learning Hours: Lectures Groupwork/Seminars Individual Case Prep/Analyses Private Study/Directed Reading Assessment Total
12 18 10 18 2 60
Essential Reading: Text Books: Hooley, G.J., Saunders, J.A. & Piercy, N.F. (2004) Marketing Strategy and Competitive Positioning, 3rd edition. FT Prentice Hall International/Pearson Education Limited. Kotler, P., Wong, V., Saunders, J. and Armstrong, G. (2005) Principles of Marketing: 4th European Edition, Prentice Hall International/Pearson Education Limited. Rust R. T., Lemon, K.N. Narayandas, D. (2004) Customer Equity Management, Prentice Hall.
Indicative Bibliography: Aaker, D. (2003) Strategic Marketing Management. Wiley Crouch, S. & Housden, M. (2002) Marketing Research for Managers, 3rd ed. Butterworth-Heinemann De Chernatony, L. (2001) From Brand Vision to Brand Evolution: Strategically Building and Sustaining Brands. Butterworth-Heinemann Christopher, M., Ballantyne, D., and Payne, A. (2002) Relationship Marketing- Creating Stakeholder Value. Doyle, P. (2002) Marketing Management and Strategy, 3rd ed. Prentice Hall International Doyle, P. (2000) Value based Marketing, Wiley Gupta, S., Lehmann, D.R. (2005) Managing Customers as Investments, Wharton School Publishing. Homburg, C., Krohmer, H. (2003) Marketing Management, Gabler. Keegan, W., Davidson, J.H., Brill, E.A. (2004) Offensive Marketing: An Action Guide to Gaining Competitive Advantage, Elsevier Butterworth-Heinemann. Keller, K.L. (2002) Strategic Brand Management, Pearson. Kotler, P., Keller, K.L. (2006) Marketing Management, 12th ed. Pearson Education. Meyer, A., Davidson, H. (2001) Offensives Marketing - Gewinnen mit POISE, Haufe. Piercy, N. (2002) Market-Led Strategic Change, 3rd ed. Butterworth-Heinemann Picton, D., and Broderick., A. (2004) Integrated Marketing Communications. 2nd Ed. FT Prentice Hall Webster, F.E., (2002) Market-Driven Management, John Wiley & Sons. Zeithaml, V. and Bitner, A. (2003) Services Marketing. McGraw-Hill
Useful Journals and Magazines Include: European Journal of Marketing Harvard Business Review
Industrial Marketing Management International Journal of Research in Marketing Journal of Business Research Journal of Consumer Research Journal of Marketing Journal of Marketing Management Journal of Marketing Research Journal of Product and Brand Management Journal of Retailing Journal of Strategic Marketing Journal of the Academy of Marketing Science Marketing Zeitschrift für Forschung und Praxis Campaign Economist Financial Times Fortune Marketing Week (CIM publication until March 2004) The Marketer (CIM publication post March 2004)
APPENDIX 1: SCHEDULE Week 1: Marketing Management Morning Lecture 1: Introduction 3 hours
Afternoon Seminar 1: How to analyse case studies 1 and a half hours Groupwork: Case study preparation 1 and a half hours
Morning Lecture 2 1 and a half hours
Morning Lecture 4 1 and a half hours
Morning Lecture 5 1 and a half hours
Seminar 2: Case study 1 and a half hours
Seminar 3: Case study 1 and a half hours
Groupwork: Case study 1 and a half hours
Afternoon Lecture 3 1 and a half hours
Afternoon Individual learning 3 hours
Afternoon Lecture 6 1 and a half hours
Groupwork: Case study 1 and a half hours
Groupwork: Case study 1 and a half hours
Morning Seminar 4: Case study 3 hours
Afternoon Lecture 7: Course overview, revision, Questions and Answer 1 and a half hours
Week 2: Marketing Management Morning Private study and Assessment Preparation (PaP) Afternoon PaP