Registry
Module Specifications
Archived Version 2006 - 2007
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| Module Aims | |||||||||||||||||||||||||||||||||
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To synthesise the students' knowledge about marketing and management around a common focus. To develop analytical and diagnostic skills and to develop students' ability to apply marketing theory to a wide range of problems. | |||||||||||||||||||||||||||||||||
| Learning Outcomes | |||||||||||||||||||||||||||||||||
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Through the discussion of cases the student will learn the application of marketing management theory and concepts. The study of cases will lead to the development of skills in the area of analysis and diagnosis of marketing problems and opportunities. The students will develop group-work skills as well as presentation and listening skills as they defend and, where necessary, adapt their proposals in the light of class discussion. The cases will cover varied aspects of Marketing Management including International Marketing, Business to Business Marketing, Services Marketing and Relationship Marketing. | |||||||||||||||||||||||||||||||||
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| NOTE | |||||||||||||||||||||||||||||||||
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Assume that a 5 credit module load represents approximately 75 hours' work, which includes all teaching, in-course assignments, laboratory work or other specialised training and an estimated private learning time associated with the module. | |||||||||||||||||||||||||||||||||
| Indicative Syllabus | |||||||||||||||||||||||||||||||||
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Nature of Strategic Market Planning: The analytical prerequisities for planning - formal planning methods - creative and managerial aspects of planning. Analysing Market Opportunity and Assessing Company Capability: Customer analysis and segmentation. Competitor analysis. Analysing enviromental trends. Analysing market characteristics. Internal company self-assessment. Strategic Market Planning Techniques: Growth-Share Portfolio Model. Market attractiveness and business position assessment. The PIMS project. The Product-Market Growth Model. Industry Structure Models. Managing the Marketing Mix: Product life cycle strategy - new product development. Pricing decisions. Marketing channel decisions. Marketing communications. Implementing the Marketing Plan: Marketing Organisation. Marketing Control. Relationship Marketing: Customer relationship management. | |||||||||||||||||||||||||||||||||
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| Indicative Reading List | |||||||||||||||||||||||||||||||||
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Doyle, Peter, 'Marketing Management and Strategy' Third Edition, Prentice Hall, 2002. Aaker, David, 'Strategic Market Management' John Wiley & Sons, Sixth Edition, 2002. Murray, J.A. and O'Driscoll, A., 'Strategy and Process in Marketing' Prentice Hall, 1996. Wilson, R.M.S. and Gilligan, C., 'Strategic Marketing Management: Planning, Implementation and Control' Butterworth Heinemann, 1999. | |||||||||||||||||||||||||||||||||
| Programme or List of Programmes | |||||||||||||||||||||||||||||||||
| EMM | Executive Masters in Marketing | ||||||||||||||||||||||||||||||||
| MMK | MBS in Marketing | ||||||||||||||||||||||||||||||||
| MSM | Executive Masters in Marketing | ||||||||||||||||||||||||||||||||
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