Module/Course Description

Course Title: Marketing Management

Course Code: UU-PhD-810

Programme: Doctor of Philosophy (PhD) in Marketing Management - MW

Credits: 30.00

Course Description:

This doctoral module is designed to enable practicing managers to understand the complexities of the contemporary marketplace and make effective strategic and tactical decisions to provide value for both their customers and their organisations. Programme members will have the opportunity to explore the underlying theoretical perspectives of strategic marketing management across a range of business contexts, and will be introduced to various tools for the development and management of marketing activities. Students are taken through the cyclical activity of analysing a market, identifying value opportunities, and creating and delivering marketing programmes. Furthermore, the module emphasises the need for rigour in marketing metrics and the monitoring and evaluation of the outputs and ultimate return of the marketing investment to the organisation.

Prerequisites: UU-PhD-801, UU-PhD-802, UU-PhD-803, UU-D-IND100

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