Module Information

Module Identifier
MM31220
Module Title
Marketing Case Studies
Academic Year
2015/2016
Co-ordinator
Semester
Semester 2
Pre-Requisite
External Examiners
  • Dr Robert J Cluley (Assistant Professor - Nottingham University)
 
Other Staff

Course Delivery

Delivery Type Delivery length / details
Lecture 11 x 2 Hour Lectures
 

Assessment

Assessment Type Assessment length / details Proportion
Semester Assessment Individual report of case study  60%
Semester Assessment Group report and presentation of case study  40%
Supplementary Assessment Individual written marketing strategy plan case study based  100%

Learning Outcomes

On successful completion of this module students should be able to:

* 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;

* Have developed skills of analysis and an appreciation of the drivers 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 with the 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 so that the marketing mix can be tailored to meet the want/needs of identified market segments and achieve specified strategic and tactical objectives.

Notes

This module is at CQFW Level 6