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Marketing Management

Marketing Management

Elevate your career in business to the next level by gaining the knowledge, skills and competencies fundamental to successful Marketing Management.

A one-week intensive summer programme for students aged 19+, residential in a college of the University of Oxford.

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Course Summary

Marketing management is one of the most important activities in any modern day business.

A successful marketing manager will constantly track and adapt to changing customer and market needs, make product or service improvements and, more fundamentally, will design and implement the right processes by which a product or service is introduced and promoted to potential customers and clients.

This course has been meticulously designed by ORA’s expert faculty to equip students with the skills, knowledge and attributes to become a successful Marketing manager across multiple industries and markets.

The course will start by establishing a framework within which to manage marketing activities, and will take students through the main processes involved in managing marketing activities such as planning, implementing, monitoring, controlling and measuring.

In various simulation challenges, students will be asked to consider and debate their own response as a marketing manager when presented with real-life scenarios and problems.

Participants will be challenged to analyse situations and draw up recommendations and actions in the core areas of the customer value chain, branding, budgeting and marketing metrics. The various themes of the week will be introduced, analysed and critically evaluated within the context of an organisation’s marketing campaign.

As well as covering the knowledge-based aspects of marketing management, the course will also discuss the most successful means of achieving high levels of performance from a creative marketing team with a diverse range of unique talents.

By the end of the course, students will know how to increase brand recognition, boost the perceived value of the brand amongst customers, and how to elevate sales and margin growth through effective marketing management.

Learning Objectives

By the end of the course students will:

  • Have acquired the models, techniques and strategies to manage marketing activities and campaigns effectively and successfully
  • Understand the importance of brand management, focusing on the identifying opportunities in the value chain to add even higher levels of value to a product or service
  • Be able to apply marketing management budgeting principles and marketing analytics to future marketing projects and campaigns
  • Be aware of the unique challenges of managing a creative marketing team and have the toolkit to address those challenges successfully

Course Outcomes

Monday Lecture 1: Marketing Management Models and Processes – an overview
Seminar 1: Gaining hands on familiarity with the marketing management cycle through collaborative group working
Tuesday Lecture 2: Brand Management
Seminar 2: Establishing the processes to deliver brand value- critical assessment of existing marketing management process models and identification of improvement areas
Wednesday Lecture 3: Essentials of managing a marketing budget
Seminar 3: Practical skills development in managing the end to end budgeting process
Thursday Lecture 4: Managing marketing performance-metrics and analytics
Seminar 4: Developing marketing performance analysis skills- metrics scenarios
Friday Lecture 5: The challenges of managing a creative team
Seminar 5: Presentations, course review and action planning

 

Assessment Methods

1 x Written Assignment (500-750 words)

1 x Group Presentation

Campuses

Oxford College Accommodation

  • Location Oxford
  • Ages Ages: 12+, 13-15, 16-18, 19+
  • Bedroom Type Single and twin
  • Bathroom Type En-suite & Shared (single gender)
  • Year Built Founded in 1096 (University of Oxford)

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