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Marketing Management and Strategy

Module description


This module explores and exposes students to key issues in developing marketing strategies in a competitive environment. Understanding the external environment is addressed in the context of the role of market research in evaluating market opportunities and also in the context of new product development. Case studies and a simulation are used to enhance students’ knowledge and skills of the real-life application of marketing management and strategy. In the simulation, students will be put in the position of a company developing a new product in a competitive environment. The module acknowledges the reality that the marketers of tomorrow will require an understanding of the basic mathematical concepts required to analyse and implement marketing strategies and plans. The module emphasises active student learning as opposed to a passive teaching approach and this implies a greater responsibility on participants to prepare for each session in order to gain maximum benefit from the learning environment.

Additional Information:


The mixture of case studies from a range of global firms will give enhance students’ understanding of international issues affecting the design and implementation of marketing strategy.

External engagement

The module convener will draw on academic research and practical examples from his own research and consulting experience to enhance the engagement of student’s with theory and practice.


Students will have the opportunity to put theory to practice in a realistic simulation that will enhance their practical marketing and problem-solving skills and also their own marketability with potential employers.

Full module specification

Module title:Marketing Management and Strategy
Module code:BEM3041
Module level:3
Academic year:2023/4
Module lecturers:
  • Dr Mihaela Bishop - Convenor
Module credit:15
ECTS value:



BEM1019 Fundamentals of Marketing or BEM2016 Consumer Behaviour



Duration of module: Duration (weeks) - term 2:


Module aims

To advance knowledge of strategic marketing concepts and models, and facilitate the development of a critical and evaluative approach to marketing analysis. To provide a vehicle for analysis of the nature of marketing and to evaluate the role of marketing in contemporary organisational environments. 

ILO: Module-specific skills

  • 1. demonstrate an analytical and evaluative approach to strategic marketing analysis, including the use of fundamental marketing arithmetic;
  • 2. apply strategic marketing concepts, models and processes to case study organisations and within an integral simulations;
  • 3. critically evaluate strategic marketing management models and plans;

ILO: Discipline-specific skills

  • 4. demonstrate a critical understanding of the nature of strategic marketing management in contemporary and changing organisational environments through analysis, applied problem solving, and decision-making. Communicate this understanding verbally and in writing;
  • 5. understand and critically and synthesise the professional and academic journal literature;

ILO: Personal and key skills

  • 6. demonstrate the ability to critically analyse strategic marketing plans;
  • 7. demonstrate the ability to contribute to successful team performance;
  • 8. demonstrate written presentation skills
  • 9. use technological tools to strategically source, process, and communicate information and share the content with others

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Class contact16Seminars
Blended Learning Activities13Lectures and seminar preperation
Guided Groupwork7Group work
Other seminar preparation 10Individual Study
Guided independent study104Individual reading, case preparation, assignment work and revision

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Formative Group Simulation Exercise: Student’s will be allocated into industries and a simulation will be used for them to make decisions about new product development1-4, 9Verbal feedback during simulation exercise

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Group report (4-6 students)302500 words 1-9Written
Exam701.5 hours1, 2, 3, 4, 5, 6Exam result and a group-level performance summary

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Group report (4-6 students) (30%)Individual report (1500 words, 30%)1-9July
Exam (70%)Individual exam (1.5 hours, 70%)1, 2, 3, 4, 5, 6August/September Reassessment Period

Syllabus plan

  • Introduction to strategic marketing and marketing arithmetic;
  • External Analysis in Marketing Strategy;
  • Sustainable Competitive Advantage;
  • Developing and implementing a marketing strategy;;
  • Simulation for New Product Development;
  • Market Realities versus Market Rhetoric;
  • Branding;
  • Strategic marketing case studies;

Indicative learning resources - Basic reading

Strategic Marketing: Creating Competitive Advantage Third Edition Douglas West, John Ford and Essam Ibrahim, OUP 2015

Marketing Management and Strategy, 4th Edition, by Peter Doyle and Philip Stern FT Prentice Hall 2006.

A reading list of journal articles to accompany the lectures will be made available. 

Module has an active ELE page?


Indicative learning resources - Web based and electronic resources

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Last revision date