Marketing Management and Strategy
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 managing a company in a competitive environment.?The module acknowledges the reality that the marketers of tomorrow require manoeuvring complex and dynamic market environments to balance financial sustainability with social and environmental responsibility .?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.
The module covers sustainability related issues by addresses concepts such as organisational social and environmental responsibility
The mixture of case studies from a range of global firms will enhance students’ understanding of international issues affecting the design and implementation of marketing strategy.
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|
BEM1019 Fundamentals of Marketing or BEM2016 Consumer Behaviour
|Duration of module:||
Duration (weeks) - term 2: |
To advance knowledge of strategic marketing concepts and models andfacilitate 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.?To enable students to develop a market-oriented mindset by translateing theory into practice through applied work, and so developing their confidence in assessing and managing their own behaviour and the behaviour of others.
ILO: Module-specific skills
- 1. demonstrate a critical understanding of the nature of strategic marketing management in contemporary and changing organisational environments through analysis, applied problem solving, and data-driven decision-making;
- 2. apply strategic marketing concepts, models and processes to case study organisations and within an integral simulation;
- 3. critically evaluate strategic marketing management models and plans;
ILO: Discipline-specific skills
- 4. communicate effectively, both 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. 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||25||Lectures and Seminars|
|Guided Independent Study||25||Group work|
|Guided Independent Study||100||Individual work|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Individual simulation exercise||Students will complete a practice simulation for 2 weeks||1, 2, 8||Verbal feedback during simulation exercise|
|Group Simulation Exercise||Students will be allocated into groups and a simulation will be used to manage a company||1-4, 7, 8||Verbal 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 assignment (4-6 students)||30||2000 words or equivalent||1-8||Written feedback|
|Individual assignment||70||2500 words or equivalent||1- 6, 8||Written feedback|
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 report (4-6 students) (30%)||Individual assignment (1000 words or equivalent, 30%)||1-8||Reassessment Period|
|Individual assignment (70%)||Individual assignment (2500 words or equivalent, 70%)||1-6, 8, 9||Reassessment Period|
Introduction to strategic marketing;
External Analysis in Marketing Strategy;
Sustainable Competitive Advantage;
Identifying Current and Future Trends
Developing and implementing a positioning and competitive strategies;
Market Realities versus Market Rhetoric;
Strategic marketing case studies;
Indicative learning resources - Basic reading
Baker, M. J. (2017). Marketing strategy and management. 5th edition. Palgrave.
Chernev, A. (2018). Strategic Marketing Management. 9th edition. Oxford University Press.
Ferrell, O. C., Hartline, M., & Hochstein, B. W. (2021). Marketing strategy. 2nd edition. Cengage Learning.
Hooley, G. J., Piercy, N., &Nicoulaud, B. (2008). Marketing strategy and competitive positioning.7th edition. Pearson Education.
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
Last revision date