This module introduces and develops an understanding of the use and application of a number of key marketing principles and tools: market research and analysis; buyer behaviour; physical and mental availability; branding. These practical aspects of marketing are examined in a range of organisational and environmental contexts. Case studies and discussion examples are drawn primarily from the Business to Consumer domain, but Business to Business marketing contexts are also discussed.
Internationalisation: This module is principle based and is applicable in any market, at any stage of development, and case studies and examples are drawn accordingly.
Employability: The module equips you with skills in strategy, analysis, project management and communication, report writing, presentation and team-working.
External Engagement: an external speaker will be invited to bring immediate, first-hand experience of implementing marketing strategy in practice.
Research in Teaching: The module builds on research and scholarship in the field of marketing, in particular well-established frameworks and theories are covered.
Full module specification
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Duration (weeks) - term 1: |
Marketing is arguably the most strategic of business disciplines, as interactions between the organisation its customers and competitors form the basis for understanding, leading to innovation and change of the offering - what it is that the organisation does - to meet, or address, or even shape the needs of its customers. Marketers are in a unique position to explore customer perceptions and behaviours and hence how the organisation can survive and grow. How marketers communicate their insights and understanding within their organisations is almost as important as how they do it externally.
This module aims to explore the ways in which analyses of customers and competitors can be structured and organised, in order to develop a successful marketing strategies and plans.
ILO: Module-specific skills
- 1. explain the role of marketing in organisations in different cultural and market environments
- 2. evaluate the impact of marketing on shaping customers choices, and behaviour
- 3. assess the drivers and processes involved in understanding customer behaviour and its role in marketing strategy development
- 4. explore whether organisations can develop successful segmentation, positioning, branding and communication strategies
- 5. demonstrate how the tools of marketing can be applied in a variety of contexts
- 6. develop a coherent marketing plan, integrating an understanding of customer behaviour with the organisational and broader environments
ILO: Discipline-specific skills
- 7. analyse markets and describe relevant organisational strategies capable of addressing related marketing issues
- 8. demonstrate an integrated and holistic perspective when making strategic recommendations to issues related to growth, competition, and customer offering
ILO: Personal and key skills
- 9. work effectively in multi-cultural groups
- 10. demonstrate effective skills in written and oral communication, critical evaluation, and independent
Sessions will consist of a mix of the following indicative lectures, guest speakers, case study discussions, and small group exercises.
Introduction to marketing and marketing arithmetic;
External Analysis in Marketing Strategy;
Sustainable Competitive Advantage;
Developing and implementing a marketing strategy;
Market Realities versus Market Rhetoric; Branding;
Strategic marketing case studies;
Simulation for New Product Development;
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 and chapters to accompany the lectures will be made available.
Last revision date