Module Information

Module Identifier
Module Title
Academic Year
Semester 2
Other Staff

Course Delivery

Delivery Type Delivery length / details
Lecture 20 Hours.


Assessment Type Assessment length / details Proportion
Semester Assessment 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.


  • 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.

Reading List

To be arranged


This module is at CQFW Level 6