Module Information
Module Identifier
MM31220
Module Title
Marketing Case Studies
Academic Year
2014/2015
Co-ordinator
Semester
Semester 2
Pre-Requisite
Other Staff
Course Delivery
| Delivery Type | Delivery length / details |
|---|---|
| Lecture | 20 Hours ( lectures and seminars) |
Assessment
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Assessment | Individual report of case study | 60% |
| Semester Assessment | Group report and presentation of case study | 40% |
| Supplementary Assessment | Individual written marketing strategy plan case study based | 100% |
Learning Outcomes
On successful completion of this module students should be able to:
* Be able to articuate their knowledge of marketing success and appreciate how organizations perform according to specific marketing criteria;
* Have gained a comprehensive understanding of the main priorities affecting the marketing function;
* Have developed skills of analysis and an appreciation of the drivers underlying change in many marketing situations.
Aims
- Develop diagnoses of marketing situations;
- Develop the ability to make decisions based on marketing analysis;
- Undertake comprehensive analysis of markets, customers and competitors;
- Conduct detailed marketing audits, both internally and externally;
- Specify the marketing research needed to formulate an effective marketing plan; and
- Be able to use the tools of analysis and decision making in the preparation of marketing plans
Brief description
- To extend the practice of candidates in the qualitative and quantitative analysis of marketing situations;
- To provide students with the opportunity to think strategically about marketing probems;
- To gain an understanding of the issues associated with the effective implementation and control of marketing plans and how the principal barriers to implementation might possibly be overcome; and,
- To appreciate the characteristics and planning needs of organisations so that the marketing mix can be tailored to meet the want/needs of identified market segments and achieve specified strategic and tactical objectives.
Reading List
To be arranged
Notes
This module is at CQFW Level 6