|| MBM3010 |
|| MARKETING PRINCIPLES |
|| 2007/2008 |
|| Dr Brigitte Biehl |
|| Semester 1 |
|| Mr Damian M Gallagher, Mr Tony McGuinness |
| Course delivery
|| Lecture || 2 Hours. 20 per student |
|Assessment Type||Assessment Length/Details||Proportion|
|Semester Exam||2 Hours ||70%|
|Semester Assessment|| One piece of assessed coursework ||30%|
|Supplementary Exam||2 Hours ||70%|
|Supplementary Assessment|| One previous or supplementary piece of assessed coursework||30%|
Learning outcomesOn 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.
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
** Essential Reading
Hooley, Graham J. (2004.) Marketing strategy and competitive positioning /Graham J. Hooley, John A. Saunders, Nigel F. Piercy.
3rd ed.. Financial Times/Prentice Hall 0273655167
** Recommended Text
(2000.) The Oxford textbook of marketing /edited by Keith Blois.
Oxford University Press 0198775768
Baker, Michael John. (1999.) The IEBM encyclopedia of marketing /edited by Michael J.Baker.
International Thomson Business 1861523041
Doyle, P. and Stern, P (2006) Marketing Management and Strategy
4 Edition. Prentice Hall
Weitz, B and Wensley, R (editors) (2003) Handbook of Marketing
** Supplementary Text
Kotler, P., Wong, V., Saunders, J., and Armstrong, G. (2005) Principles of Marketing
4 European Edition. London: Prentice-Hall
This module is at CQFW Level 7