Marketing Strategy
| Module title | Marketing Strategy |
|---|---|
| Module code | BEMM148 |
| Academic year | 2023/4 |
| Credits | 15 |
| Module staff | Dr Lindsay Stringfellow (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
Module description
The aim of this module is to introduce marketing as a central feature of the strategic planning process. The American Marketing Association defines marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. A marketing perspective focuses on an in-depth and critical understanding of desires and decision processes of customers and businesses. This module will introduce the stages of an organisation’s marketing strategy as: strategic analysis; strategic choice; strategic implementation; and monitoring and control. Understanding the processes involved in these stages, from both theoretical and practical perspectives will develop participant’s awareness of the changing role of marketing in today’s organisations. The module content is structured around practical examples and case studies that aim to help you develop skills of critical analysis and problem-solving.
NB: This module is only available to students who have the module listed on their programme specification
Module aims - intentions of the module
This module aims to introduce you to the basic areas of marketing management, as well as give you the broader perspective of how marketing strategy is created and developed by organisations. The consultancy-based group project will develop your team-work and communication skills, as well as allow you to apply theory and secondary data analysis to a real-life marketing problem faced by organisations.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. Explain the strategic planning process and how to critically evaluate the marketing orientation of organisations
- 2. Explain the difference between operational and strategic marketing, and how to use these principles to develop a strategic marketing plan
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 3. Independently and critically apply strategic marketing and the principles of marketing management across a wide range of markets
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 4. Demonstrate critical evaluation skills
- 5. Demonstrate skills in learning reflectively and work as a team to formulate strategy based on theoretical perspectives and market research
Syllabus plan
Marketing Strategy: Strategic Analysis and Choice
- Introduction to Marketing and Marketing Strategy
- Marketing Environment, Information and Research
- Buyer Behaviour
- Segmentation, Targeting, and Positioning
- Marketing Management: Strategic Implementation and Control
- Strategic and Operational Management of the Marketing Mix
- Control and monitoring
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 20 | 130 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled learning and teaching activities | 20 | Lectures, workshops, meetings, Q&A |
| Guided independent study | 130 | Reading, preparation for classes and assessments |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Practice multiple choice tests | 2 x 1 hour | 1 & 2 | Grade, answers and feedback via ELE |
| Group presentation workshop | 20 minutes | 3, 4, 5 | Oral feedback on group project |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 60 | 10 | 30 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Multiple choice test | 10 | 1 hour | 1 & 2 | Grade will be notified to individuals via ELE |
| Group presentation (indicative group size 6) | 30 | 20 minutes | 1, 2, 3, 4, 5 | Written feedback given to groups |
| Coursework essay | 60 | 2000 words | 1, 2, 3, 4 | Written feedback to individuals and general provided on ELE |
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 |
|---|---|---|---|
| Multiple choice test | Multiple choice test | 1 & 2 | Referral period |
| Group presentation | Individual report (1500 words) | 1, 2, 3, 4 | Referral period |
| Coursework essay | Coursework essay (2000 words) | 1, 2, 3, 4 | Referral period |
Re-assessment notes
Where reassessment is by defer, it will be the same as the original assessment (where possible) and any marks obtained for other module elements will be retained
Indicative learning resources - Basic reading
- Armstrong, G, Kotler, P., Harker, M. and Brennan, R. (2019) Marketing: An Introduction, 4th European Edition, Essex UK: Pearson Education Ltd
- Baines, P., Fill, C., Rosengren, S., and Antonetti, P. (2019) Marketing, 5th Edition, Oxford: Oxford University Press
Indicative learning resources - Web based and electronic resources
- Company and industry reports from Mintel, Datamonitor and other material in the electronic library
- Library electronic resources and ELE, the virtual learning environment http://vle.exeter.ac.uk/course/view.php?id=247
Indicative learning resources - Other resources
- Suggested journal articles will be made available on ELE
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | None |
| Module co-requisites | None |
| NQF level (module) | 7 |
| Available as distance learning? | No |
| Origin date | 17/07/2014 |
| Last revision date | 05/04/2023 |
