|Module Title||MARKETING PRINCIPLES|
|Co-ordinator||A J McGuinness|
|Other staff||Dr Colin Clark|
|Course delivery||Lecture||16 per student|
|Seminar||4 per student|
|Course work||Two pieces of assessed coursework (25% each)||50%|
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.
The module also gets students to carry out investigative management research, with the purpose of developing skills and knowledge needed for a dissertation or for other types of business project.
M Baker (ed). (1999) Encyclopedia of Marketing. International Thomson Business Press
M Baker (ed). (2000) Marketing Theory: a student text. Thomson Learning Business Press
K Blois, (ed). The Oxford Textbook of Marketing. 2000. Oxford University Press
M Czinkota, et al. (2000) Marketing Best Practices. Dryden Press
G Hooley, J Saunders and N Piercy. (1998) Marketing Strategy and Competitive Positioning. 2nd. Prentice Hall
P Kotler, G Armstrong, J Saunders and V Wong. (1999) Principles of Marketing. 2nd. Prentice Hall