Module Identifier MBM3010  
Academic Year 2006/2007  
Co-ordinator Mr Tony McGuinness  
Semester Semester 1  
Course delivery Lecture   2 Hours. 20 per student  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam2 Hours  70%
Semester Assessment One piece of assessed coursework  30%
Supplementary Exam2 Hours  70%
Supplementary Assessment One previous or supplementary piece of assessed coursework30%

Learning outcomes

On successful completion of this module students should be able to:
1. Have a clear understanding of marketing principles and strategies,   
2. be able to apply them in a reflective way to organisations in which they have prior managerial experience,
3. be able to apply them in a prescriptive way to other organisations.


This module deals with the role of marketing in the strategic and functional management of organisations. It treats marketing as those particular behaviours whose role is to develop the link between customers and some key proceses within the organisation - these behaviours are what distinguish marketing from other functional areas of business.

Brief description

This module presents a strategic view of the distinctive role that marketing plays in core, value-delivery, business processes.


Introduction to marketing
Strategic marketing planning
External and internal environments of a makreting organisation
Models of buyer behaviour
Marketing strategy: segmentation, targeting and competitive positioning
Marketing tactics: the 4 Ps
Competitive marketing strategies: contexts and cases

Reading Lists

** Essential Reading
G Hooley, J Saunders and N Piercy (2003) Marketing Strategy and Competitive Positioning, 3rd edition. Prentice Hall


This module is at CQFW Level 7