|Module Title||MARKETING STRATEGIES|
|Co-ordinator||K K Rajah|
|Semester||Intended For Use In Future Years|
|Next year offered||N/A|
|Next semester offered||N/A|
|Course delivery||Lecture||2 lectures/seminars per week. Attendance at seminars is a compulsory element of the presentation.|
|Assessment||Exam||2 Hours Two answers from a choice of four questions||70%|
|Continuous assessment||Students will be expected to contribute to seminars and case studies analysing strategic issues applied to business issues.||30%|
This module analyses some strategic options for firms.
Topics covered include: Creative Management, .Organisational Culture, What makes winning companies; products that succeed, the challenges of free-trade and trading blocks and global marketing.
Hooley, G J, Saunders, J A and Piercy, N F. (1998) Marketing Strategy & Competitive Positioning. 2nd. Prentice Hall
Baker, M.. (1992) Marketing Strategy and Management. 2nd. Macmillan Press Ltd.
Henry, J and D Walker.. (1991) Managing Innovation.. Sage Publications, London
Mabey, C and B Mayon-White. (19993) Managing Change. 2nd. Paul Chapman Publishing Ltd, London.
Wilson, R and C Gilligan.. (1994) Strategic Marketing Management. Butterworth/Heinemann. Oxford
Kotler, P, Armstrong, G, Saunders, J and Wong V, Prentice Hall, 1996.. (1996) Principles of Marketing, The European Edition. Prentice Hall
Kerin, R A and Peterson, R A, Strategic Marketing Problems, Cases and Comments, International Edition, Eighth Edition, Prentice Hall, 1998.. (1998) Strategic Marketing Problems, Cases and Comments, International Edition. 8th. Prentice Hall
Davidson, H,. (1977) Evan More Offensive Marketing. Penguin Books, London