MM31220 - MARKETING CASE STUDIES

Module Identifier	MM31220
Module Title	MARKETING CASE STUDIES
Academic Year	2001/2002
Co-ordinator	Professor Robert Morgan
Semester	Semester 2
Other staff	Dr Jacqueline Chimhanzi, Dr Jacqueline Chimhanzi
Pre-Requisite	MM30710
Course delivery	Lecture	20 Hours
Assessment	Attendance and participation		30%
	Course work	One piece of course work to be submitted	70%

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 problems;
To gain an understanding of the issues associated with the 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 organizations in a variety of sectors so that the marketing mix can be tailored to meet the wants/needs of identified market segments and achieve specified strategic and tactical objectives.

Aims

Objectives:

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

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.

Reading Lists

Books
Sally Dibb and Lyndon Simkin. (2001) The Marketing Casebook: Cases and Concepts. Thomson Learning, London (core text) 1-86152-624-5
L Massingham and G Lancaster. (1990) Mini Cases in Marketing. Butterworth-Heinemann, Oxford
M McDonald. (1995) Marketing Plans: How to Prepare Them. How to Use Them. Butterworth-Heinemann, Oxford
D Pearson. (1994) The CIM Diploma Case Study Book. Butterworth-Heinemann, Oxford
Kotler, P., Armstrong, G., Saunders, J., and Wong V. (1999) Principles of Marketing. Prentice-Hall, Hemel Hempstead
J Saker and G Smith. (1997) European Casebook on Marketing. Prentice-Hall, Hemel Hempstead