SCHOOL OF BUSINESS AND ECONOMIC SCIENCES
BUSINESS MANAGEMENT DEPARTMENT
BACHELOR OF EDUCATION (BUSINESS STUDIES 4)
COURSE OUTLINE FOR
MARKETING MANAGEMENT - (MKM-411)
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Module Outline
1. Module code and Module title
Module code
MKM 4111
Module title
Marketing Management
2. Module description
A prerequisite to this module is Fundamentals of Marketing. The module focuses on the use of
marketing models to handle marketing and organisation-wide situations, managing customer
relationships, internal customers and the international marketing context
3. Learning outcomes
On completion of this module students will be able to:
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Analyse case studies
Apply relevant marketing concepts to interpret and solve marketing issues/situations.
Manage the internal marketing environment.
Employ reasonable marketing strategies and tactics to arising challenges and
opportunities.
Develop a marketing plan.
4. Module syllabus
Topic
a) Customer Buying
Behaviour
b) Marketing Models and
Case Study Analysis
Contents/ Fundamental concepts
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Consumer buyer behaviour
Organisational buyer behaviour
CRM
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Contextualising marketing models
Applying marketing models in analysing case
studies
Using models to provide marketing direction
Critical analysis of models
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c) Analysing Competitors
and Creating a
Competitive Advantage
d) Branding
e) Marketing of Services
and Internal Marketing
f) Marketing Planning and
Control
g) International Marketing
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Market competition context
Analysis of the competitive environment
How to compete
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Brand personality framework
Types and methods of branding
Product positioning and repositioning
Brand management and equity
Characteristics of services
Service quality and measurement
Models of service quality management
The internal customer, customer care and service
The strategic model
Strategic audit
Marketing strategy
Tactical plans: product plan, communications plan,
distribution plan, pricing
Monitoring and evaluation
Rationale for international marketing
The international marketing context and its
challenges
Methods of entry
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5. Module components (Learning activities)
Lectures, tutorials, group work, assignments, class discussions
6. Assessment type
Final Examination
60%
Assignment (individual)1 - 10%
Continuous Assessment 40%
Mid Semester Exam 20%
Assignment (group) 2 – 10 %
7. Required and recommended readings
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Required readings:
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Recommended readings:
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Kotler, P., Keller, K.L., & Chernev, A. (2022). Marketing
Management, (16th ed.). Harlow, UK: Pearson.
Jobber, D., & Ellis-Chadwick, F. (2019). Principles and
Practice of Marketing, (9th ed.). Maidenhead: McGraw-Hill
Higher Education.
Marshall, G., & Johnston, M. (2022). Marketing
Management, (4th ed.). New York: McGraw-Hill Education.
Czinkota, M.R., Kotabe, M., Vrontis, D., & Shams, M.R.
(2021). Marketing Management: Past, Present and Future.
Springer.
Lacobucci, D. (2017). Marketing Management, (5th ed.).
Boston, MA: Cengage Learning.
Hollensen, S. (2019). Marketing Management: A
Relationship Approach, (4th ed.). Amsterdam: Pearson
Benelux.
8. Feedback for Evaluation
The college through the Quality Assurance Directorate will administer students’ evaluation
questionnaire at the end of the module delivery.
9. Contact details for Lecturer(s)
Lecturer's Name
Mrs. Agnes Banda
Office Location
Florence House, Ground Floor, Room #13
Telephone
0999 089 177
Email
abanda@mubas.ac.mw
Teaching Mode
Physical
Website
www.mubas.ac.mw
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