In-class assessment: portfolio of case analyses and participation/contribution to class discussion
40%
Semester Assessment
Individual coursework: case analysis of a "marketing failure story" - no more than 3000 words
60%
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.
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 withthe 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 in a variety of sectors so that the marketing mix can be tailored to meet the want/needs of identified market segments and achieve specified strategic and tactical objectives.