Postgraduate Programme and Module Handbook 2018-2019 (archived)
Module BUSI4G915: Marketing Management and Strategy
Department: Business School (Business)
BUSI4G915: Marketing Management and Strategy
| Type | Tied | Level | 4 | Credits | 15 | Availability | Available in 2018/19 | Module Cap | None. |
|---|
| Tied to | N5K209 |
|---|---|
| Tied to | N5K609 |
Prerequisites
- None.
Corequisites
- None.
Excluded Combination of Modules
- None.
Aims
- To provide a comprehensive introduction to issues in marketing management.
- 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
- The Marketing Concept
- The Marketing and Strategy Environment
- Segmentation, Targeting and Positioning
- The 4 Ps (product, promotion, place and price)
- Marketing Strategy- Introduction and Context
- Developing a marketing strategy
Learning Outcomes
Subject-specific Knowledge:
- have an advanced understanding and critical appreciation of the conceptual models that underpin the strategic and marketing management process
- have a critical appreciation of the complex nature of strategic and marketing management decisions and potential barriers to their implementation
Subject-specific Skills:
- be able to critically evaluate a marketing strategy
- be able to develop a suitable marketing strategy
Key Skills:
- effective written and oral 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
- group work skills
Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module
- Learning outcomes will be met through a combination of taught lectures, seminars, group work and discussion, supported by guided reading.
- The summative assessment of the module, by individual and group written report, is designed to test students’ knowledge and understanding of the subject-matter and their ability to apply it in marketing practices. The group report covers the key topics of marketing and the individual assignment builds on this by deepening the level of analysis.
Teaching Methods and Learning Hours
| Activity | Number | Frequency | Duration | Total/Hours | |
|---|---|---|---|---|---|
| Lectures | 10 | 1 per week | 2 hours | 20 | |
| Seminars | 4 | Fortnightly | 1 hour | 4 | ■ |
| Preparation and Reading | 126 | ||||
| Total | 150 |
Summative Assessment
| Component: Individual Assignment | Component Weighting: 60% | ||
|---|---|---|---|
| Element | Length / duration | Element Weighting | Resit Opportunity |
| Individual written report | 2000 words | 100% | Same |
| Component: Group Assignment | Component Weighting: 40% | ||
| Element | Length / duration | Element Weighting | Resit Opportunity |
| Group written report | 2000 words | 100% | Individual written report (2000 words) |
Formative Assessment:
1000 word report. Students will receive individual written feedback on the report. In addition, seminar exercises will be used to give students an opportunity to explore, discuss, critique and apply the key topics in practice.
■ 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