Gwybodaeth Modiwlau
Module Identifier
MM31220
Module Title
MARKETING CASE STUDIES
Academic Year
2008/2009
Co-ordinator
Semester
Semester 2
Pre-Requisite
MM30120 MM30710
Course Delivery
| Delivery Type | Delivery length / details |
|---|---|
| Lecture | 20 Hours. |
Assessment
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Assessment | In-class assessment: portfolio of case analyses and participation/contribution to class discussion | 40% |
| Semester Assessment | Individual coursework: case analysis of a "marketing failure story" - no more than 3000 words | 60% |
Learning Outcomes
After completing this module candidates will:
* Be able to articuate their knowledge of marketing success and appreciate how organizations perform according to specific marketing criteria;
* Have gained a comprehensive understanding of the main priorities affecting the marketing function in consumer and industrial organizational settings;
* Have developed skills of analysis and an appreciation of the dirivers underlying change in many marketing situations.
Aims
- Develop diagnoses of marketing situations;
- Develop the ability to make decisions based on marketing analysis;
- Undertake comprehensive analysis of markets, customers and competitors;
- Conduct detailed marketing audits, both internally and externally;
- Specify the marketing research needed to formulate an effective marketing plan; and
- Be able to use the tools of analysis and decision making in the preparation of marketing plans
Brief description
- To extend the practice of candidates in the qualitative and quantitative analysis of marketing situations;
- To provide students with the opportunity to think strategically about marketing probems;
- To gain an understanding of the issues associated withthe effective implementation and control of marketing plans and how the principal barriers to implementation might possibly be overcome; and,
- To appreciate the characteristics and planning needs of organisations in a variety of sectors so that the marketing mix can be tailored to meet the want/needs of identified market segments and achieve specified strategic and tactical objectives.
Reading List
To be arranged
Notes
This module is at CQFW Level 6