MM31220 - MARKETING CASE STUDIES

Module Identifier

MM31220

Module Title

MARKETING CASE STUDIES

Academic Year

2003/2004

Co-ordinator

Professor Robert E Morgan

Semester

Semester 2

Other staff

Dr Jacqueline S Chimhanzi

Pre-Requisite

MM30710

Course delivery

Lecture

20 Hours

Assessment

Assessment Type	Assessment Length/Details	Proportion
Semester Assessment	Individual coursework: case analysis of a "marketing success story" - no more than 3000 words	60%
Semester Assessment	In-class assessment: portfolio of case analyses and participation/contribution to class discussion	40%

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.

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

Content

Lecture Programme
1. Introduction: Marketing Success (Performance) (RM)
2. Heineken (JC)
3. Petrol retailing (RM)
4. Lego (RM)
5. Aer Lingus (JC)
6. ABN AMRO (JC)
7. TGI Friday?s (RM)
8. Sleeping on a Budget (JC)
9. Carrefour (JC)
10. Module review and marketing implications (RM)

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

Notes

This module is at CQFW Level 6