Module Identifier MM30320  
Academic Year 2007/2008  
Co-ordinator Miss Patricia A Cairns  
Semester Semester 2  
Pre-Requisite MM30710 OR MM30120  
Course delivery Lecture   16 lectures  
  Seminars / Tutorials   4 per student  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam2 Hours  50%
Semester Assessment Individual assignment up to 2500 words  35%
Semester Assessment Group presentation  15%
Supplementary Exam2 Hours A student must (re)submit any element of assessed work previously failed50%
Supplementary Assessment Individual coursework assignment  35%
Supplementary Assessment Provision of annotated presentation  15%

Learning outcomes

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


This module develops the content of MM30120 Marketing Management, which focuses on the application of marketing principles in a management context, by taking a strategic look at the functional area of Marketing. As marketing is constantly evolving, the key aim of this module is to explore the diverse range of marketing activities, processes and strategies for the purpose of creating and sustaining competitive advantage. The module provides students with an understanding of the key activities involved in marketing ranging from environmental and organisational analysis, segmenting and targeting markets to implementing and managing different forms of marketing strategies. This module provides students with an understanding of strategic marketing from a technological and international perspective. In tutorial sessions students will be discussing the roles and dynamics required for a team to be effective in the development and management of marketing strategies. The use of team work within this module allows students to work effectively as part of a group to develop a written presentation and discuss case companies' marketing strategies.


Key topics:

Conceptual Considerations: How should we define Strategic Marketing?
Competitive Market Analysis: The role of environmental analysis in strategic marketing.
Customer Analysis: The need to understand consumer behaviour and the organisation of consumer information in the context of strategic marketing.
Segmentation, Targeting and Positioning: The steps taken to segment markets, target customers and position products/services accordingly.
Organisational Analysis: Resource based approach to internal analysis.
Relationdship Marketing Strategies: The importance of developing relationships with customers and the role of relationship marketing at a strategic level.
International Marketing Strategies: The issues and problems involved with strategic marketing at an international level.
E-marketing Strategies: The nature and characteristics of e-marketing strategies and the impact upon a company's competitive positioning.
Services Marketing Strategies: The nature and characteristics of the marketing of services as opposed to products.
Implementation and Management of Strategic Marketing: Process of implemnting and managing a strategy to ensure a sustained competitive advantage.
Roles and dynamics of teams: The key roles and dynamics of teams and strategies for effective teamwork.

Reading Lists

** Should Be Purchased
West, Douglas C. (2006.) Strategic marketing :creating competitive advantage /Douglas West, John Ford, and Essam Ibrahim. Oxford University Press 9780199273980PBK
** Recommended Text
(2008.) Contemporary strategic marketing. 2nd ed.. Palgrave Macmillan 9780230507203PBK
Baker, M J (2007) Marketing Strategy and Management 4th. Palgrave
Hooley, Graham (Jan. 2008) Marketing Strategy and Competitive Positioning 4th ed.,Revised. Prentice Hall Higher Education 9780273706977

Academy of Marketing Science Review
European journal of marketing. MCB Publications Ltd. 0003090566
Journal of Marketing Theory and Practice
Journal of Strategic Marketing

Web Page/Sites


This module is at CQFW Level 6