MB-104 · Semester one
Marketing Management
Every function eventually has to explain why a customer should choose this over that. This is where the framework for that argument comes from.
- Code
- MB-104
- Semester
- 1 of 4
- Credits
- 4
- Assessment
- Written exam
4credits
4 of the 51 credits — 8% of the degreeSat in semester 1, alongside 5 other papers, in a semester worth 21 credits. At roughly 30 hours a credit that is about 120 hours of work.
What it covers
Segmentation and targetingPositioningThe marketing mixConsumer behaviourBrand basics
Studying it by distance
Reads easily. The risk is that it stays abstract — apply it to something you actually sell.
How it is assessed
Written examination, usually with a case study component.
Our view. Broadly useful, and the subject most likely to feel obvious in hindsight.