MM30710 - MARKETING MANAGEMENT

Module Identifier	MM30710
Module Title	MARKETING MANAGEMENT
Academic Year	2001/2002
Co-ordinator	Dr Jacqueline Chimhanzi
Semester	Semester 1
Pre-Requisite	EC10120 or, EC10510 , MM12510
Mutually Exclusive	IL32610
Course delivery	Lecture	16 Hours
	Seminar	4 per student
Assessment	Course work	1 piece	20%
	Exam	2 Hours	80%

Aims

This module deals with the role of market analysis and marketing processes in the strategic and operational management of organisations. It treats the subject of Marketing as the distinctive values and behaviours whose purpose is to develop the links between customers and key processes that are important to the organisation's success.

Learning outcomes

Successful completion of this module will enable students to:

begin to identify the variety of competitive market positions potentially available to an organisation;
begin to evaluate which available competitive market positions are most attractive to an organisation;
understand the role of marketing management in achieving competitive market positions.

Reading Lists

Books
Hooley, G, J Saunders and N Piercy. (1998) Marketing Strategy and Competitive Positioning. 2nd. Prentice-Hall