MM31220 - MARKETING CASE STUDIES

Module Identifier	MM31220
Module Title	MARKETING CASE STUDIES
Academic Year	2002/2003
Co-ordinator	Professor Robert E Morgan
Semester	Semester 2
Other staff	Dr Jacqueline S Chimhanzi
Pre-Requisite	MM30710
Course delivery	Lecture	20 Hours
Assessment	Semester Assessment	Individual coursework	60%
	Semester Assessment	Continuous assessment - In-class assessment	40%

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.

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 problems;
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 organizations in a variety of sectors so that the marketing mix can be tailored to meet the wants/needs of identified market segments and achieve specified strategic and tactical objectives.

Aims

Objectives:

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

Content

Lecture Programme
1. Introduction: Marketing Success (Performance) (RM)
2. Heineken (JC)
3. Petrol retailing (RM)
4. Lego (RM)
5. Aer Lingus (JC)
6. ABN AMRO (JC)
7. TGI Friday’s (RM)
8. Sleeping on a Budget (JC)
9. Carrefour (JC)
10. Module review and marketing implications (RM)

Reading Lists

Books
Sally Dibb and Lyndon Simkin. (2001) The Marketing Casebook: Cases and Concepts. Thomson Learning, London (core text) 1-86152-624-5
L Massingham and G Lancaster. (1990) Mini Cases in Marketing. Butterworth-Heinemann, Oxford
M McDonald. (1995) Marketing Plans: How to Prepare Them. How to Use Them. Butterworth-Heinemann, Oxford
D Pearson. (1994) The CIM Diploma Case Study Book. Butterworth-Heinemann, Oxford
Kotler, P., Armstrong, G., Saunders, J., and Wong V. (1999) Principles of Marketing. Prentice-Hall, Hemel Hempstead
J Saker and G Smith. (1997) European Casebook on Marketing. Prentice-Hall, Hemel Hempstead