One previous or supplementary piece of assessed coursework
30%
Learning outcomes
On successful completion of this module students should be able to:
1. Have a clear understanding of marketing principles and strategies,
2. be able to apply them in a reflective way to organisations in which they have prior managerial experience,
3. be able to apply them in a prescriptive way to other organisations.
Aims
This module deals with the role of marketing in the strategic and functional management of organisations. It treats marketing as those particular behaviours whose role is to develop the link between customers and some key proceses within the organisation - these behaviours are what distinguish marketing from other functional areas of business.
Brief description
This module presents a strategic view of the distinctive role that marketing plays in core, value-delivery, business processes.
Content
Introduction to marketing
Strategic marketing planning
External and internal environments of a makreting organisation
Models of buyer behaviour
Marketing strategy: segmentation, targeting and competitive positioning
Marketing tactics: the 4 Ps
Competitive marketing strategies: contexts and cases
Reading Lists
Books ** Essential Reading
G Hooley, J Saunders and N Piercy (2003) Marketing Strategy and Competitive Positioning,
3rd edition. Prentice Hall
C Mason & W Perreault (2002) The Marketing Game
3rd edition. McGrawHill/Irwin