MM30710 - MARKETING MANAGEMENT

Module Identifier

MM30710

Module Title

MARKETING MANAGEMENT

Academic Year

2004/2005

Co-ordinator

Professor Gary P Akehurst

Semester

Semester 1

Pre-Requisite

EC10120 or EC10510, MM12510

Mutually Exclusive

IL32610

Course delivery

Lecture

20 Hours

Seminars / Tutorials

2 per student

Assessment

Assessment Type	Assessment Length/Details	Proportion
Semester Exam	2 Hours	80%
Semester Assessment	1 piece	20%
Supplementary Exam	2 Hours	80%
Supplementary Assessment	1 piece	20%

Learning outcomes

Successful completion of this module will enable students to:

identify the variety of competitive market positions potentially available to an organisation;
evaluate which available competitive market positions are most attractive to an organisation;
understand the role of marketing management in achieving competitive market positions.

Aims

to analyse the role of market analysis and marketing processes in the strategic and operational management of organisations.
to develop the distinctive values and behaviours whose purpose is to develop the links between customers and key processes that are important to the organisation's success.

Brief description

This module helps develop an understanding of market positioning and sustaining competitive advantage by evaluating alternative marketing management techniques

Content

The role of marketing management and strategic marketing planning
Developing and sustaining competitive advantages and competitor analyses
Competing through building customer satisfaction and loyality
Competing through branding and pricing
Competing through targeting, segmentation and positioning
Managing marketing communications
Managing the sales function and key account management
Managing marketing channels
Global marketing management

Reading Lists

Books
Kotler P and C Kinzer (2002) Marketing Management, 11th edition. London: Pearson Education
Hooley, G, J Saunders and N Piercy (1998) Marketing Strategy and Competitive Positioning 2nd. Prentice-Hall
Kotler P, Armstrong G, Saunders J and V Wong (2001) Principles of Marketing, 3rd European edition. London: Pearson Education

Notes

This module is at CQFW Level 6