Tutor information is taken from the Module Catalogue
The core recommended textbook for this module is:
Kotler, Armstrong, Harris, Piercy (2013) Principles of Marketing. 6th European Edition. Pearson.
This recent and up to date textbook combines theory and practice in a lively and anecdotal manner. The conceptual framework of marketing is examined in depth, along with comprehensive consideration of the practical dimensions of strategy.
Additional wider readings are also recommended which facilitate deeper exploration of the more complex issues raised by the module.
Please note, it is not necessary to purchase these texts. However, if you have time to read these then we recommend that you study them.
There are many other books that could be drawn to your attention but the latest editions of the following are of particular relevance to this course and the assignment.
Aaker, D. A. & McCloughlin, D. (2007) Strategic Market Management. European Edition. Wiley.
Chan Kim, W and Mauborgne, R.(2005). Blue ocean strategy : how to create uncontested market space and make the competition irrelevant . London: Harvard School Press.
Doyle, P. Stern, P. (2006) Marketing Strategy and Management. Fourth edition. Prentice Hall.
McDonald, M and Wilson, H. (2011) Marketing Plans: How to prepare them, how to use them.
M. McDonald, Butterworth Heinemann.
(There are numerous other texts authored or co-authored by Mc Donald with titles that relate to Marketing Plans. Any of these would be useful for the assignment).
Piercy, N.F. (2009) Market-Led Strategic Change. Fourth edition. Butterworth Heinemann.
Porter, M. (2004). Competitive Strategy: Techniques for Analyzing Industries and Competitors. London: Free Press
The following websites are also useful sources:
This list was last updated on 13/08/2014