Module Identifier MM30120  
Academic Year 2007/2008  
Co-ordinator Professor Nicholas S Alexander  
Semester Semester 1  
Other staff Mr Damian M Gallagher, Miss Patricia A Cairns  
Pre-Requisite MM12510  
Course delivery Lecture   12 x 2 hour lectures  
  Seminars / Tutorials   4 x 1 hour  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam3 Hours  100%
Supplementary Exam3 Hours  100%

Learning outcomes

On completion of this module, students should be able to:


To facilitate students' understanding of the manner in which the commercial focus of an organisation is informed and directed by Marketing Management.

Brief description

The overall success of an organisation is dependent on the relationship established between Marketing Management and strategy. That is how Marketing is able to inform strategy and maintain an operational focus on market needs. This module is concerned with the manner in which the commercial focus of an organisation is informed and directed by Marketing Management.


The module content is focused on the following areas of study:

Define Marketing Management: The definition of a market-focused organisation. The identification of processes that contribute to market focus. These processes are the strategic development process and the operationalisation of marketing management.
Models of Marketing Management: The frameworks and models used in analysis by marketing managers. This will include portfolios, the product life cycle, customer and competitor analysis.
Brand Management: The management of brands through the application or marketing tools.
Marketing Plans: The development of marketing plans through staged processes. The identification of benefits and difficulties in marketing planning.
Marketing Performance: The measurement of marketing performance and marketing control at strategic and operational levels.
Marketing Entrepreneurship: The development of entrepreneurial thinking, planning skills and understanding.
Paradigm Shifts in Marketing: The changing conceptualizations and philosophical underpinnings of marketing activity.

Module Skills

Problem solving Identify problems. Identify factors which might influence potential solutions. Develop creative thinking approaches to problem solving. Evaluate advantages and disadvantages of potential solutions. Construct a rational response to a problem.  
Research skills Evaluate research methods, design and procedures.  
Communication Read in different contexts and for different purposes.  
Subject Specific Skills Through the: Application of marketing conceptualizations to the reasoned assessment of marketing problems.  

Reading Lists

** General Text
([1985-]) Journal of marketing management. Academic Press. 000267257X
** Recommended Text
Aaker, D (2003) Strategic Marketing Management Wiley
Kotler, P and K Keller (2005) Marketing Management 12th Edition. London: Pearson Education
Kotler, P., Armstrong, G., J and V Wong (2005) Principles of Marketing 4th Edition. London: Pearson Education
McDonald, M (1999) Marketing Plans. How to prepare them: how to use them 4th Edition. Oxford: Butterworth-Heinemann
Zeithaml, Valarie A. (2003.) Services marketing :integrating customer focus across the firm /by Valarie A. Zeithaml and Mary Jo Bitner. McGraw-Hill/Irwin 0071199144

European journal of marketing. MCB Publications Ltd. 0003090566
Harvard Business Review
Journal of Marketing
Journal of Strategic Marketing


This module is at CQFW Level 6