The course will introduce MBA students to the concepts and activities associated with the marketing function within an increasingly complex business environment. The course will build students awareness of tools and frameworks of marketing to use in a multifaceted managerial career. 

This course will be delivered through a series of interactive lectures/workshops over 4-6 weeks in semester 1, with sessions lasting up to 2 hours per session. Online materials will support the learning process on a blended approach.

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The aim of this course is to build student awareness and understanding of both the role of marketing within organisations and the fundamental concepts, tools, and frameworks of marketing management, to equip them with the skills to manage complex and varied marketing environments. 

At the end of this course students will be able to:

1. Assess an existing marketing strategy based on trends, marketing management frameworks, tools and techniques.

2. Critically evaluate a marketing environment and identify potential issues and/or challenges.

3. Work collaboratively to design a marketing strategy with colleagues.

4. Design a marketing strategy that aligns internal and external needs and addresses specific stated challenges. 

The minimum requirement for the award of credits is the submission of at least 75% by weight of the course's summative assessment (including any examinations).