Marketing Strategy

Module description

This module will be of interest to students who wish to gain an understanding of how to take a strategic approach in marketing and marketing communications planning. Students will become familiar with techniques for analysing the internal and external environment so as to evaluate strategic choices for competitive advantage. Students will learn how to interpret marketing knowledge and analysis to critically evaluate current marketing plans, and formulate a coherent marketing strategy.

The module includes an opportunity to participate in a Circular Economy workshop on sustainable consumption (Sustainable Development Goal No. 12 – ‘doing more and better with less’) with the aim of developing a programme  about educating consumers on sustainable consumption and lifestyles.

The module is suitable for both business and non-business students.

Full module specification

Module title:Marketing Strategy
Module code:BEP3110
Module level:3
Academic year:2020/1
Module lecturers:
Module credit:15
ECTS value:

7.5

Pre-requisites:
Co-requisites:
Duration of module: Duration (weeks) - term 2:

11

Module aims

The aim of this module is to provide the student with a relevant and comprehensive understanding of theory and concepts of strategic marketing in a global market place. Students will learn how to interpret marketing knowledge and analysis to critically evaluate current marketing plans, and formulate a coherent marketing strategy. The analytical skills developed on this module are designed to provide the student with a critical awareness of the importance of strategically managing the customer relationship process.

ILO: Module-specific skills

  • 1. Explain the strategic marketing options for business
  • 2. Evaluate and assess critically, the theory and concepts of strategic marketing
  • 3. Develop an integrative marketing communications plan appropriate for operating in global market place
  • 4. Interpret marketing knowledge and analysis to critically evaluate current marketing plans, and formulate a coherent marketing strategy
  • 5. Explain the implications of strategically miss-managing the customer relationship process
  • 6. Critically appraise a strategic marketing communications campaign
  • 7. Construct a definition of the concept of Responsible Marketing

ILO: Discipline-specific skills

  • 8. Identify resources required to successfully implement a strategic plan
  • 9. Analyse relevant information to inform strategic decision making

ILO: Personal and key skills

  • 10. Reflect on a work-related experience of multi-cultural teamwork
  • 11. Utilise digital technology to develop written and communication skills

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

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad
34116

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Scheduled Learning and Teaching Activities20 hours10 X 2 hour Lectures
Scheduled Learning and Teaching Activities10 hoursweekly 1 hour x 10
Independent study116 hoursCore and supplementary reading, lesson preparation and essay writing
Workshop 4 hoursDevelopment of a programme for educating consumers on sustainable consumption

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Draft posterPresentation 15 minutes1,2,3,6Peer in class
Conceptual mapping1 hour tutorial 4,7,9Verbal in class

Summative assessment (% of credit)

CourseworkWritten examsPractical exams
70030

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Poster Exercise 301,2,3,11Written via ELE
Individual report including a concept map which provides a visual representation of connections between concepts learnt.501, 2,4,7, 9Written via ELE
A digitally recorded discussion which critically appraises a strategic marketing communications campaign. 205,6,8,10,11Written and Oral via ELE

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

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Poster Exercise in pairsReflective essay1,2,3,6,11July
Individual report including a concept map which provides a visual representation of connections between concepts learnt.Individual report including a concept map which provides a visual representation of connections between concepts learnt.1, 2,4,7, 9July
A digitally recorded discussion which critically appraises a strategic marketing communications campaign.A digitally recorded discussion which critically appraises a strategic marketing communications campaign. 5,6,8,10,11July

Syllabus plan

Indicative content:

Introduction to strategic marketing

The marketing communications industry

Strategic market segmentation, targeting and positioning

Advertising and promotion

The tools of international marketing communications

Marketing analytics

Consumer behaviour

Developing the marketing communications strategic plan

Integrated marketing communications across multimedia platforms (planning and development)

Measuring Marketing effectiveness

Ethics of marketing communications

Contemporary issues for Marketing Managers

Indicative learning resources - Basic reading

Indicative reading:

Ahi, A., Baronchelli, G., Kuivalainen, O., & Piantoni, M. (2017). International Market Entry: How Do Small and Medium-Sized Enterprises Make Decisions?. Journal of International Marketing, 25(1), 1-21. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.

Czinkota, M. R., & Ronkainen, I. A. (2013). International marketing. Cengage Learning.

Hanlon, A. (2019). Digital Marketing: Strategic Planning & Integration. SAGE Publications Limited.

Mullins, J. W., Walker, O. C., Boyd, H. W., & Larréché, J. C. (2013). Marketing management: A strategic decision-making approach. New York: McGraw-Hill.

Module has an active ELE page?

Yes

Indicative learning resources - Web based and electronic resources

The Chartered Institute of Marketing  https://www.cim.co.uk

Jonas Ridderstrale: Business Speaker, Author of Funky Businesshttp://jonasridderstrale.com/index.htm

Marketing Week https://www.marketingweek.com/

The marketing Academy https://themarketingacademy.org.uk/

Indicative learning resources - Other resources

https://www.feedough.com/

https://wwf.panda.org/our_work/forests/forest_sector_transformation2/responsible_consumption/

http://ethicalmarketing.org.uk/

Origin date

16/02/2019

Last revision date

21/03/2019