Module Identifier MM30710  
Academic Year 2004/2005  
Co-ordinator Professor Gary P Akehurst  
Semester Semester 1  
Pre-Requisite EC10120 or EC10510, MM12510  
Mutually Exclusive IL32610  
Course delivery Lecture   20 Hours  
  Seminars / Tutorials   2 per student  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam2 Hours  80%
Semester Assessment 1 piece  20%
Supplementary Exam2 Hours  80%
Supplementary Assessment 1 piece20%

Learning outcomes

Successful completion of this module will enable students to:


Brief description

This module helps develop an understanding of market positioning and sustaining competitive advantage by evaluating alternative marketing management techniques


The role of marketing management and strategic marketing planning
Developing and sustaining competitive advantages and competitor analyses
Competing through building customer satisfaction and loyality
Competing through branding and pricing
Competing through targeting, segmentation and positioning
Managing marketing communications
Managing the sales function and key account management
Managing marketing channels
Global marketing management

Reading Lists

Kotler P and C Kinzer (2002) Marketing Management, 11th edition. London: Pearson Education
Hooley, G, J Saunders and N Piercy (1998) Marketing Strategy and Competitive Positioning 2nd. Prentice-Hall
Kotler P, Armstrong G, Saunders J and V Wong (2001) Principles of Marketing, 3rd European edition. London: Pearson Education


This module is at CQFW Level 6