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 analysis of the issues in marketing strategies, including resource allocation in marketing mix, and performance implication of marketing mix.
• To equip students with the advanced conceptual and practical skills needed to successfully develop a professional marketing strategy.

Content

• Marketing and strategy - review and context
• Theoretical underpinning
• An examination of factors external to the organisation
• The resource base for competitive advantage
• Marketing mix and performance
• 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 an understanding of the marketing productivity chain and the impact of marketing strategies on marketing productivity 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 from the performance perspective
• be able to develop a suitable marketing strategy for superior performance

• 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 2 hour lectures supported by 1 hour seminars to allow a greater level of engagement with students and to enable a flexibility of approach as appropriate. The seminars will comprise group work, case studies and discussion to 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.