Module BUSS2121: MARKETING STRATEGY

Department: Business School (Business) [Queen's Campus, Stockton]

BUSS2121: MARKETING STRATEGY

Prerequisites

• Marketing Principles

Corequisites

• None.

Excluded Combination of Modules

• None.

Aims

• To provide students with an understanding of the role of strategic marketing organisations, through the presentation of key strategy concepts and techniques, and their application into a computer simulated competitive industry. In this module, the internationalism of business within Europe is reinforced. The cases and examples used in class are not drawn from Europe alone, but also, North America, Japan, China and other countries in south-east Asia, and Africa. Similarly, while some cases and examples concentrate on national issues, many deal with pan-European and global issues, and have a strong international flavour. Corporate examples and mini-cases will be provided throughout the lecture programme.
• To address analytical, worldly, collaborative and action mindsets

Content

• A Marketing Strategy Framework
• Introduction to Markstrat
• Planning the business portfolio
• Assessment of corporate capabilities
• Market analysis
• Segmentation & positioning principles
• Selecting market strategies
• Strategic Implementation
• Internal marketing

Learning Outcomes

• 1. Demonstrate knowledge and understanding of the key conceptual issues underpinning marketing strategy. Students will be able to identify and discuss critical issues concerning marketing strategy decision making techniques, marketing strategy planning and marketing strategy implementation.
• 2. Understand the role of marketing strategy within the wider organisational context of strategic management. Here, students will be able to define, debate, and express opinions on marketing strategy's place within the broader strategic management process

• 3. Analyse, evaluate and interpret complex and dynamic market, competitive and industry environments.
• 4. Develop marketing strategy decision design and implementation skills by producing and implementing marketing plans in a simulated marketing environment.
• 5. Work as part of a management team to negotiate, plan and organise complex marketing strategies.

• Written communication
• Time Management
• Interpersonal and teamworking skills

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

• The design, organisation and content of the curriculum are linked to the learning outcomes and experiences stated above. Specifically, the lectures (and associated readings) introduce the key concepts underpinning strategic marketing, and provide a forum for debating marketing strategy's place within the broad strategic management process. Furthermore, by undertaking the marketing strategy simulation, students will need to analyse, evaluate and interpret complex market information. They will also design and implement marketing decisions in response to the changing market environment. Finally, by working within a management team, students will be provided with the opportunity to develop their interpersonal and communication skills.
• The taught component of the module provides the foundation for meeting learning outcomes 1 and 2. This is supplemented through directed readings and coursework. Consequently, students are expected to attend all the lecture sessions. For the Markstrat simulation, students will work in groups, where each group will compete against the other by entering their decisions into the Markstrat programme. Each team will be responsible for planning, implementing and controlling their marketing strategy, and for submitting their decisions to the lecturer at the end of each respective decision making period. Furthermore, each team must prepare a final strategy document at the end of the simulation. This aspect of the module provides the medium through which learning outcomes 3, 4 and 5 are achieved.
• Formative assessment is by means of the group simulation. Summative assessment is by means of one group written report and one examination.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

One group simulation.

■ Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University