Module BUSI4G915: Marketing Management and Strategy

Department: Management and Marketing

BUSI4G915: Marketing Management and Strategy

Tied To

• N5K609: Marketing

Pre-requisites

Corequisites

Excluded Combinations

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, Context and Issues
• Developing a marketing strategy

Learning Outcomes

• 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

• be able to critically evaluate a marketing strategy
• be able to develop a suitable marketing strategy

• effective written and oral communication skills
• planning, organising and time management skills
• problem solving and analytical skills
• the ability to use initiative
• 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 written report, is designed to test students’ knowledge and understanding of the subject-matter and their ability to apply it in marketing practices. The report covers the key topics of marketing faced by a real-world organisation.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment

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.