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.
Full module specification
|Module title:||Marketing Strategy|
|Duration of module:||
Duration (weeks) - term 1: |
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.
ILO: Module-specific skills
- 1. explain the strategic planning process and how to critically evaluate the marketing orientation of organizations
- 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
- 3. independently and critically apply strategic marketing and the principles of marketing management across a wide range of markets
ILO: Personal and key skills
- 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
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||23||Lectures|
|Guided independent study||127||Reading, preparation for classes and assessments|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Practice Multiple Choice Tests||3 x 1 hour||1 & 2||Grade, answers and feedback via ELE|
|Group Presentation Workshop||2 x 15 minutes||3, 4, 5||Oral feedback on group project|
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|
|Multiple Choice Test||10||1 hour||1 & 2||Grade will be notified to individuals via ELE|
|Group Presentation (indicative group size 7)||30||15 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||August Examination Period|
|Group Presentation||Individual Report (1500 words)||1, 2, 3, 4||August Examination Period|
|Coursework Essay||Coursework Essay (2000 words)||1, 2, 3, 4||August Examination Period|
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.
Marketing Strategy: Strategic Analysis and Choice
- Introduction to Marketing and Marketing Strategy
- Marketing Environment, Information and Research
- Buyer Behaviour
- Market Demand, Segmentation, Targeting, and Positioning
Marketing Management: Strategic Implementation and Control
- Strategic and Operational Management of the Marketing Mix
- Control and monitoring
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.
Kotler, P., Keller, K., Brady, M., Goodman, M., and Hansen, T. (2019) Marketing Management, 4th European Edition, Essex UK: Pearson Education Ltd.
Module has an active ELE page?
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
Last revision date