Marketing Management and Strategy
This module explores and exposes students to key issues in developing marketing strategies in a competitive environment. Understanding of 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 in the classroom 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 classroom environment.
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.
The module convener will draw on academic research and practical examples from his own 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 enhance their own marketability for their future employers.
Full module specification
|Module title:||Marketing Management and Strategy|
BEM1019 Fundamentals of Marketing or BEM2016 Consumer Behaviour
|Duration of module:||
Duration (weeks) - term 2: |
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 Activities||Guided independent study||Placement / study abroad|
Details of learning activities and teaching methods
|Category||Hours of study time||Description|
|Scheduled Learning and Teaching activities||18||Lectures|
|Scheduled Learning and Teaching activities||15||Simulation exercise with supervision|
|Guided independent study||117||Reading, case preparation, assignment work|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Formative||Group Simulation Exercise: Students will be allocated into industries and a simulation will be used for them to make decisions about new product development||1-4, 9||Verbal feedback during simulation exercise|
Summative assessment (% of credit)
|Coursework||Written exams||Practical exams|
Details of summative assessment
|Form of assessment||% of credit||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Group (6-8 students) simulation presentation and report||40||2500 words||1-9||Written|
|Exam||60||1.5 hours||1, 2, 3, 4, 5, 6||Exam result and a group-level performance summary|
Details of re-assessment (where required by referral or deferral)
|Original form of assessment||Form of re-assessment||ILOs re-assessed||Timescale for re-assessment|
|Group (6-8 students) simulation presentation and report||Individual report (40%) 2500 words||1, 2, 3, 4, 5, 6, 7, 8, 9||July|
|Exam||Individual exam (60%) 1.5 hours||1, 2, 3, 4, 5, 6, 8||August/ September period|
- 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;
- 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?
Last revision date