MEC408   Marketing Management   (10 credits)

Description

This module examines principles of business activity through a marketing management lens in order to consider engineering firms in their external environments. The majority of focus will be on organisations that have engineering products or thinking as a core component of their business strategy, and as such will draw on business-to-business and business-to-consumer markets, drawing out the role of the `technical¿ in these kinds of contexts. Topical areas will include: critical success factors, resources and core competences; product and service enhancement; global markets and supply chains; customers, segmentation and differentiation; ethical dimensions of marketing engineering products and services; decisions, management frameworks and role of data.

Reading List