Module Identifier MBM3010  
Academic Year 2007/2008  
Co-ordinator Dr Brigitte Biehl  
Semester Semester 1  
Other staff Mr Damian M Gallagher, Mr Tony McGuinness  
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
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 Sage Publications
** 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