Module BUSI54E15: STRATEGIC MARKETING

Department: Business School (Business)

BUSI54E15: STRATEGIC MARKETING

Tied To

• N1KE12: Business and Management (HBOS) (see Postgraduate Handbook 2010-2011 for details)
• N2KE12: Business and Management (Consortium) (see Postgraduate Handbook 2010-2011 for details)
• N2KF12: Business and Management (Vertex) (see Postgraduate Handbook 2010-2011 for details)

Pre-requisites

Corequisites

Excluded Combinations

Aims

• To provide students with the opportunity to study key topics in strategic marketing at an advanced level.

Content

• The evolution of and the changing role of marketing: the role of marketing within the firm and in a market economy: market-driven management; relationship between corporate strategy and marketing strategy; components of a marketing strategy.
• Customers, consumers and their needs; customer satisfaction; creating value - perception, delivery, uniqueness.
• The marketing plan: marketing information systems; data sources; data gathering; customer satisfaction measurement; market performance analysis; market and customer analysis; identifying opportunities; buyer behaviour; market segmentation.

Learning Outcomes

• Have a critical understanding of the role of strategic marketing;
• Have an appreciation of the links between marketing and overall strategy;
• Have an appreciation of the full range of marketing tools and techniques;
• Have understood and analysed the key facets of customer analysis and competitive positioning.

• Be able to apply the subject-specific knowledge identified above in the context of their own organisations.

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

• The learning outcomes will be met through a combination of lectures, seminars, facilitated discussion sessions and guided reading. Extensive use will be made of case studies and business simulations. All sessions have a high participation element, and an emphasis on action-learning.
• Assessment of this module is by summative assignment, designed to: test the acquisition and articulation of knowledge; test conceptual understanding and skills of application and interpretation within the business context.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment

Feedback on group and individual activities undertaken during contact hours. Feedback on learning set reflections and action points related to this module.