Module BUSI49W15: Advanced Marketing Strategy

Department: Business School (Business)

BUSI49W15: Advanced Marketing Strategy

Tied To

• N5K309: Strategic Marketing (see Postgraduate Handbook 2014-2015 for details)
• N5K609: Marketing

Pre-requisites

Corequisites

Excluded Combinations

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

• 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

• By the end of the module students will:
• be able to critically evaluate a marketing strategy
• be able to develop a suitable marketing strategy

• 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
• Groupworking 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 module is summatively assessed by a combination of individual and group assignments to maintain a balance of assessment methods and to promote, and test, the development of groupworking skills. The assignments will also test students’ acquisition and articulation of knowledge; conceptual understanding; and skills of application and interpretation within the business context.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment

Formative group presentations. In addition, seminar exercises will be used to give students an opportunity to explore, discuss, critique and apply the key topics in practice.