This is an archived handbook for a previous year. The current undergraduate and postgraduate handbooks can be viewed using the links above.
Postgraduate Handbook 2011-2012 (archived)
Module BUSS40115: Marketing Strategy
Department: Business School (Business) [Queen's Campus, Stockton]
BUSS40115: Marketing Strategy
| Type | Level | Credits | Availability | Module Cap | Location |
|---|---|---|---|---|---|
| Tied | 4 | 15 | Available in 2011/2012 | None. | Queen's Campus Stockton |
Tied To
Pre-requisites
- None
Corequisites
- None
Excluded Combinations
- None
Aims
- To provide a comprehensive introduction to issues in strategic marketing management
- To equip students with the advanced conceptual and practical skills needed to successfully develop a professional strategic marketing plan.
Content
- Marketing Strategy- Introduction and Context
- An examination of factors internal to the organisation
- An examination of factors external to the organisation
- Developing a marketing strategy
- Discussion of contemporary marketing issues
Learning Outcomes
Subject-specific Knowledge
- By the end of the module students will:
- have an advanced understanding and critical appreciation of the conceptual models that underpin the strategic marketing planning process
- have a critical appreciation of the complex nature of strategic management decisions and potential barriers to their implementation
Subject-specific Skills
- By the end of the module students will:
- be able to critically evaluate a marketing strategy
- be able to develop a suitable marketing strategy
Key Skills
- Effective written communication skills
- Planning, organising and time management skills
- Problem solving and analytical skills
- The ability to use initiative
- Advanced skills in the interpretation of data
- Advanced computer literacy skills
Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module
- The module will be taught in 3-hour blocks to allow a greater level of engagement with students and to enable a flexibility of approach as appropriate. The teaching blocks will comprise a balanced mix of lecture-type teaching, group work, case studies, discussion and seminar style working such as will enable the learning outcomes to be met.
- The summative assessment of the module, by individual written report, is designed to test students’ knowledge and understanding of the subject-matter and their ability to apply it in a strategy simulation context.
Teaching Methods and Learning Hours
| Activity | Number | Frequency | Duration | Total Hours | Attendance Monitored |
|---|---|---|---|---|---|
| Teaching Blocks | 9 | 1 per week | 3 hours | 27 | Yes |
| Preparation and Reading | 123 | ||||
| Total | 150 |
Summative Assessment
| Component | Component Weighting | Element | Length/Duration | Element Weighting | Resit Opportunity |
|---|---|---|---|---|---|
| Written Assignment | 100% | Individual written report based on strategy simulation experience. | 3000 words | 100% | same |
Formative Assessment
Team-based exercises working on competitive marketing strategy simulation. Group submission of task solutions.
Students who do not attend monitored activities shown under Teaching Methods
and Learning Hours, or who fail to complete the summative or formative
assessment(s) specified above, may be subject to the Academic Progress
procedures defined in the University's General Regulation V, and may be
required to leave the University.