Module Identifier MMM6630  
Academic Year 2006/2007  
Co-ordinator Mr Tony McGuinness  
Semester Semester 1  
Mutually Exclusive MMM3310 , MBM3010  
Course delivery Lecture   32 Hours.  
  Seminars / Tutorials   8 Hours.  
Assessment TypeAssessment Length/DetailsProportion
Semester Assessment Strategic Marketing Management Portfolio100%
Supplementary Assessment Resubmission of assessed coursework100%

Learning outcomes

On successful completion of this module students should be able to:
Demonstrate an understanding of the strategic issues associated with marketing strategy and planning

Discuss the academic literature regarding the role of strategic marketing management within organisations

Analyse what exactly is competitive advantage; distinctive capabilities; resource and marketing audits; scenario planning

Communicate what is meant by delivering customer value; to understand the measurement and strategic implications of customer satisfaction and relationship marketing

Demonstrate an understanding of the dynamics of positioning and segmentation within strategic marketing management

Discuss the importance of PIMS project and the place of portfolios in strategic sales and marketing management

Brief description

This module will introduce the major issues associated with marketing management within contemporary organisations. The mdoule will also examine the latest academic literature relating to marketing management and communication.


Introduction to strategic marketing management
Market opportunity analysis
Competitive advantage
Strategic implications of delivering customer value and satisfaction
Portfolio analysis and PIMS
Market entry and exit strategies
Brand strategy
Integrated marketing communications
Strategies for growth and mature markets

Reading Lists

** Recommended Text
Baker, M (2000) Marketing Strategy and Management Macmillan, Basingstoke
Hooley, G J, Saunders, J S and Piercy, N F (1998) Marketing Strategy and Competitive Positioning Prentice Hall, London
McDonald (2001) Marketing Plans Butterworth Heinemann, London


This module is at CQFW Level 7