Marketing Management

The details
Essex Business School
Colchester Campus
Undergraduate: Level 5
Monday 13 January 2025
Friday 21 March 2025
20 November 2023


Requisites for this module
BE400 or BE501 or IA711


BE440, BE518, BE530, BE535, BE938, BE939, BE940

Key module for

BSC N200 Business Management,
BSC N201 Business Management (Including Foundation Year),
BSC N202 Business Management (Including Year Abroad),
BSC N204 Business Management (Including Placement Year),
BA N1R9 Business Management with a Modern Language,
BSC N2N5 Management and Marketing (Including Foundation Year),
BSC NN25 Management and Marketing,
BSC NN2M Management and Marketing (Including Placement Year),
BSC NNF5 Management and Marketing (Including Year Abroad),
MMANNN35 Marketing and Management,
MMANNN36 Marketing and Management (Including Placement Year),
MMANNN37 Marketing and Management (Including Year Abroad),
BA N29RCO Business Management with Language Studies

Module description

This module covers the core elements of marketing management, building on fundamental marketing and broader business concepts.

Module aims

The aims of this module are:

  • Students will develop an understanding of the core components of marketing management.

  • Students will develop an understanding of the role and importance of market research by conducting their own research and analysing their findings.

  • Students will learn how to identify and evaluate market segments through an exploration of the Segmentation, Targeting and Positioning (STP) process.

  • Students will learn fundamental branding principles.

  • Students will learn about the Extended Marketing Mix and marketing planning.

Module learning outcomes

By the end of this module, students will be expected to be able to:

  1. Demonstrate a practical understanding of the role of marketing management and marketing planning in helping products and services succeed in competitive environments.

  2. Demonstrate a practical understanding of the Segmentation, targeting, and Positioning (STP) process.

  3. Demonstrate a practical understanding of the role of branding in positioning products and services.

  4. Demonstrate a practical understanding of the importance of managing the Extended Marketing Mix and Marketing Communications effectively to target specific consumer segments.

Skills for Your Professional Life (Transferable Skills)

  1. Important marketing skills as you put theory into action.

  2. Research skills as you conduct your own market research.

  3. Skills related to innovativeness and curiosity as you develop ideas based on your research findings.

  4. Teamwork skills as you engage in group-work.

  5. Skills related to creativity, critical thinking and reflection as you solve marketing problems.

Module information

This module explores marketing planning; the segmentation, targeting and positioning (STP) process; fundamental branding principles; and the extended marketing mix (product, price, promotion, place, people, process, and physical environment).

Learning and teaching methods

This module will be delivered via:

  • Lectures and seminars.


The above list is indicative of the essential reading for the course.
The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students.
Further reading can be obtained from this module's reading list.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Coursework weighting
Coursework   GROUP PRESENTATION     
Coursework   BE511 FIRST INDIVIDUAL ESSAY    30% 
Coursework   BE511 SECOND INDIVIDUAL ESSAY    50% 

Exam format definitions

  • Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
  • In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
  • In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
  • In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary, for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.

Your department will provide further guidance before your exams.

Overall assessment

Coursework Exam
100% 0%


Coursework Exam
100% 0%
Module supervisor and teaching staff
Dr Min Yan, email:
Dr Abhisek Kuanr, Dr Min Yan, Ms Polly Sokolova



External examiner

Dr Muhammad Asif Khan
Available via Moodle
No lecture recording information available for this module.


Further information
Essex Business School

* Please note: due to differing publication schedules, items marked with an asterisk (*) base their information upon the previous academic year.

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