Postgraduate Programme and Module Handbook 2016-2017 (archived)
Module BUSI5A515: STRATEGIC MARKETING (ONLINE)
Department: Business School (Business)
BUSI5A515: STRATEGIC MARKETING (ONLINE)
| Type | Tied | Level | 4 | Credits | 15 | Availability | Available in 2016/17 | Module Cap |
|---|
| Tied to | N1KS17 |
|---|---|
| Tied to | N1KR17 |
| Tied to | N1N317 |
| Tied to | N1N417 |
Prerequisites
- None.
Corequisites
- None.
Excluded Combination of Modules
- None.
Aims
- This module covers some of the major aspects of strategic marketing. It addresses the key issues of competing for the future, the quest for competitiveness, industry foresight, as well as the all-important area of strategic intent, which embraces strategic vision and mission. Without the appropriate mindset within a competitive and turbulent environment, strategic marketing decision-making is hampered. This module then goes on to critically examine some of the key marketing strategies that are fundamental to pursuing sustainable profitable growth. Central to marketing strategies designed both to change consumer preferences in existing markets and create new markets, are value innovation, core competencies and brand management.
Content
- Strategic Planning and Marketing
- The Strategic Marketing Plan
- Forecasting and Marketing Planning
- Marketing Planning and Strategic Considerations
- Strategic Analytical Tools for Planning
- Product Development - A Strategic Perspective
- A Strategic Approach to Pricing and Distribution
- Strategic Marketing: Evaluation and Control
Learning Outcomes
Subject-specific Knowledge:
- By the end of the module, students will be able to:
- explore some of the key marketing strategies that are fundamental to establishing a sustainable competitive advantage for business organisations as a means of pursuing sustainable profitable growth of above average returns.
Subject-specific Skills:
- Upon successful completion of the module, the students will:
- be equipped to develop a Strategic Marketing Plan.
Key Skills:
- Written communication; planning, organising and time management; problem solving and analysis; using initiative; computer literacy.
Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module
- The module is delivered via online learning, divided up into study weeks with specially produced resources within each week. Resources vary according to the learning outcomes but normally include: video content, directed reading, reflection through activities, opportunities for self-assessment and peer-to-peer learning within a tutor-facilitated discussion board. Tutors provide feedback on formative work and facilitate discussion board communication as well as being available for individual consultation as necessary (usually by email and Skype). 
- The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.
Teaching Methods and Learning Hours
| Activity | Number | Frequency | Duration | Total/Hours | |
|---|---|---|---|---|---|
| Video content, directed reading, self-assessed assignments and guidance for further reading | 150 | ||||
| Total | 150 |
Summative Assessment
| Component: Written Assignment | Component Weighting: 100% | ||
|---|---|---|---|
| Element | Length / duration | Element Weighting | Resit Opportunity |
| Written Assignment | 4,000 words maximum | 100% | Same |
Formative Assessment:
A written assignment of 1,500 words, or its multimedia equivalent, which may involve some group work.
■ 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