Module Information

Module Identifier
Module Title
Academic Year
Semester 1

Course Delivery

Delivery Type Delivery length / details
Lecture 10 x 2 hours


Assessment Type Assessment length / details Proportion
Semester Assessment One piece of assessed coursework  30%
Semester Exam 2 Hours   70%
Supplementary Assessment One previous or supplementary piece of assessed coursework  30%
Supplementary Exam 2 Hours   70%

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.


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.


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 List

Essential Reading
Hooley, Graham J. (2004.) Marketing strategy and competitive positioning /Graham J. Hooley, John A. Saunders, Nigel F. Piercy. 3rd ed. Financial Times/Prentice Hall Primo search
Recommended Text
(2000.) The Oxford textbook of marketing /edited by Keith Blois. Oxford University Press Primo search Baker, Michael John. (1999.) The IEBM encyclopedia of marketing /edited by Michael J.Baker. International Thomson Business Primo search Doyle, P. and Stern, P (2006) Marketing Management and Strategy 4 Edition Prentice Hall Primo search Weitz, B and Wensley, R (editors) (2003) Handbook of Marketing Sage Publications Primo search
Supplementary Text
Kotler, P., Wong, V., Saunders, J., and Armstrong, G. (2005) Principles of Marketing 4 European Edition London: Prentice-Hall Primo search


This module is at CQFW Level 7