Module Identifier MMM3310  
Academic Year 2004/2005  
Co-ordinator Professor Nicholas S Alexander  
Semester Semester 1  
Course delivery Lecture   4 Hours  
  Seminars / Tutorials   20 Hours  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam2 Hours  80%
Semester Assessment Group report limited to 2,000 words20%
Supplementary Exam2 Hours  80%
Supplementary Assessment Individual report limited to 2,000 words20%

Learning outcomes

On successful completion of this module students should be able to:
By the end of the course, students will be able to:


The course aims to establish an understanding of the Marketing function. It takes students through the Marketing process while establishing the principles that underpin aspects of Marketing.

The emphasis throughout is on the application to current business issues and practice. Students will be encouraged to read around the subject with a focus on current articles to show the reality of the issues and the challenges organisations face.

Brief description

Marketing is a fundamental business philosophy. The Marketing discipline underpins the commercial activities of all businesses. It provides a structure within which business respond to their customers' needs and wants. It is an essential tool for the manager of any business. This module introduces the essential components of marketing and the principles on which marketing is based.


The Role of Marketing
The role of marketing within business and the commercial environments.

The Marketing Environment
Those factors that influence a business in its micro and macro environments.

Marketing Information
The process of market research and environmental scanning. The data collection and analysis process.

Consumer Behaviour
The identification of the market and customer. The factors influencing consumer behaviour. Behavioural differences in business-to-consumer and business-to-business markets.

Market Segmentation
The basis for market segmentation. The importance of market segmentation in product positioning.

Marketing Mix
Managing the marketing mix and marketing mix elements. The organisational role of the marketing mix.

Reading Lists

Journal articles will be recommended for further study.

** Recommended Text
Jobber, D (2001) Principles and Practice of Marketing, 3rd edition. McGraw-Hill
Lancester, G (1993) Essentials of Marketing, 2nd edition. McGraw-Hill
Mercer, D (1992) Marketing, Blackwell Books
Zikmund, W G and M D'Amico (1998) Effective Marketing, Creating & Kekeping Customers, 2nd edition. South Western Publishing
** Essential Reading
Kotler, P and G Armstrong (2004) Marketing: An Introduction, 7th European Editiion,. Prentice Hall


This module is at CQFW Level 7