Module Identifier MBM8110  
Module Title MARKETING STRATEGIES  
Academic Year 2001/2002  
Co-ordinator To Be Arranged  
Semester Semester 2  
Pre-Requisite MBM3010  
Course delivery Lecture   2 lectures/seminars per week. Attendance at seminars is a compulsory element of the presentation.  
Assessment Continuous assessment   Students will be expected to contribute to seminars and case studies analysing strategic issues applied to business issues.   30%  
  Exam   2 Hours Two answers from a choice of four questions   70%  

Brief description


This module analyses some strategic options for firms.


Topics covered include: Creative Management, .Organisational Culture, What makes winning companies; products that succeed, the challenges of free-trade and trading blocks and global marketing.

Reading Lists

Books
Hooley, G J, Saunders, J A and Piercy, N F. (1998) Marketing Strategy & Competitive Positioning. 2nd. Prentice Hall
Baker, M.. (1992) Marketing Strategy and Management. 2nd. Macmillan Press Ltd.
Henry, J and D Walker.. (1991) Managing Innovation.. Sage Publications, London
Mabey, C and B Mayon-White. (19993) Managing Change. 2nd. Paul Chapman Publishing Ltd, London.
Wilson, R and C Gilligan.. (1994) Strategic Marketing Management. Butterworth/Heinemann. Oxford
Kotler, P, Armstrong, G, Saunders, J and Wong V, Prentice Hall, 1996.. (1996) Principles of Marketing, The European Edition. Prentice Hall
Kerin, R A and Peterson, R A, Strategic Marketing Problems, Cases and Comments, International Edition, Eighth Edition, Prentice Hall, 1998.. (1998) Strategic Marketing Problems, Cases and Comments, International Edition. 8th. Prentice Hall
Davidson, H,. (1977) Evan More Offensive Marketing. Penguin Books, London