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Module Title LH Cases in Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 15824
Module Lead Inci Toral
Level Honours Level
Credits 10
Semester Semester 2
Restrictions Available to Graduate Diploma in Business Administration, MBA 24mth Masters, MBA IBF 24mth Masters students as a compulsory module
Description This course aims to utilise case studies to develop the participants understanding of the functional and strategic role played by marketing within a range of international companies competing in manufacturing, retailing and service markets. Each week, there is a tutorial in which Case Studies and Marketing Topics will be analysed, presented and discussed in class. Participants will be assigned to a group who will be responsible for managing a number of related tasks set by the course leader. The course aims to motivate groups to make a contribution in each seminar and be familiar with the case study material.
Learning Outcomes By the end of the module the student should be able to: Provide an overview of the development of core concepts in marketing; Demonstrate how the business environment impacts on marketing strategy; Find ways of identifying and analysing marketing problems and implementing solutions; Utilise the marketing planning process to further the development of marketing strategy; Craft strategy through the manipulation of marketing tools.
Assessment 15824-01 : Individual Essay : Coursework (75%)
15824-02 : Group Essay : Coursework (25%)
Assessment Methods & Exceptions One 3,000 word essay; two group presentations; two group reports of 1,500 words
Reading List Baker, M J (ed). 1999. The Marketing Book. 4th ed. Butterworth Heinneman.
Dibb, S & Simkin, L. 2001. The Marketing Casebook. 2nd ed. Thomson Learning.