Marketing Management and Strategy
| Module title | Marketing Management and Strategy |
|---|---|
| Module code | BEM3041 |
| Academic year | 2023/4 |
| Credits | 15 |
| Module staff | Dr Mihaela Bishop (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
| Number students taking module (anticipated) | 310 |
|---|
Module description
Summary:
This module explores and exposes you to key issues in developing marketing strategies in a competitive environment. Understanding the external environment is addressed in the context of the role of market research in evaluating market opportunities and also in the context of new product development. Case studies and a simulation are used to enhance your knowledge and skills of the real-life application of marketing management and strategy. In the simulation, you will be put in the position of a company developing a new product in a competitive environment. The module acknowledges the reality that the marketers of tomorrow will require an understanding of the basic mathematical and financial concepts required to analyse and implement marketing strategies and plans. The module emphasises active student learning as opposed to a passive teaching approach and this implies a greater responsibility on you to prepare for each session in order to gain maximum benefit from the learning environment.
Additional Information:
Sustainability
The module covers sustainability related issues by addresses concepts such as organisational social and environmental responsibility
Internationalisation
The mixture of case studies from a range of global firms will enhance students’ understanding of international issues affecting the design and implementation of marketing strategy.
Employability
Students will have the opportunity to put theory to practice in a realistic simulation that will enhance their practical marketing and problem-solving skills and also their own marketability with potential employers.
Module aims - intentions of the module
To advance knowledge of strategic marketing concepts and models and facilitate the development of a critical and evaluative approach to marketing analysis. To provide a vehicle for analysis of the nature of marketing and to evaluate the role of marketing in contemporary organisational environments. To enable students to develop a market-oriented mindset by translating theory into practice through applied work, and so developing their confidence in assessing and managing their own behaviour and the behaviour of others.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. demonstrate a critical understanding of the nature of strategic marketing management in contemporary and changing organisational environments through analysis, applied problem solving, and data-driven decision-making;
- 2. apply strategic marketing concepts, models and processes to case study organisations and within an integral simulation;
- 3. critically evaluate strategic marketing management models and plans.
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 4. communicate effectively, both verbally and in writing;
- 5. understand and critically and synthesise the professional and academic journal literature
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 6. demonstrate the ability to critically analyse strategic marketing plans
- 7. demonstrate the ability to contribute to successful team performance;
- 8. use technological tools to strategically source, process, and communicate information and share the content with others
Syllabus plan
• Introduction to strategic marketing;
• External Analysis in Marketing Strategy;
• Sustainable Competitive Advantage;
• Identifying Current and Future Trends
• Developing and implementing a positioning and competitive strategies;
• Market Realities versus Market Rhetoric;
• Strategic marketing case studies
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 25 | 125 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled Learning and Teaching Activities | 25 | Lectures and Seminars |
| Guided Independent Study | 25 | Group work |
| Guided Independent Study | 100 | Individual work |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Individual simulation exercise | Students will complete a practice simulation for 2 weeks | 1, 2, 8 | verbal during the practice simulation exercise |
| Group Simulation Exercise | Students will be allocated into groups and a simulation will be used to manage a company | 1-4, 7, 8 | Verbal during simulation exercise |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 100 | 0 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Group assignment (4-6 students) | 30 | 2000 words or equivalent | 1-8 | Written feedback |
| Individual assignment | 70 | 2500 words or equivalent | 1-6, 8 | Written feedback |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| Group assignment (4-6 students) (30%) | Individual assignment(1000 or equivalent, 30%)) | 1-8 | Referral/Deferral Period |
| Individual assignment | Individual assignment (2500 words or equivalent, 70%) | 1-6, 8, 8 | Referral/Deferral period |
Re-assessment notes
Deferral – if you have been deferred for any assessment you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of deferral will not be capped and will be treated as it would be if it were your first attempt at the assessment.
Referral – if you have failed the module overall (i.e. a final overall module mark of less than 40%) you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of referral will be capped at 40%.
Indicative learning resources - Basic reading
Indicative reading:
- Marketing Management 4th Edition, Greg W. Marshall and Mark W. Johnston (2023). McGraw-Hill.Mullins, J. W., Walker, O. C., Boyd, H. W., & Larréché, J. C. (2013).
- Marketing management: A strategic decision-making approach. New York: McGraw-Hill.
- Baker, M. J. (2017). Marketing strategy and management. 5th edition. Palgrave.
- Chernev, A. (2018). Strategic Marketing Management. 9th edition. Oxford University Press.
- Ferrell, O. C., Hartline, M., & Hochstein, B. W. (2021). Marketing strategy. 2nd edition. Cengage Learning.
- Hooley, G. J., Piercy, N., & Nicoulaud, B. (2008). Marketing strategy and competitive positioning.7th edition. Pearson Education.
A reading list of journal articles to accompany the lectures will be made available.
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | BEM1019 Fundamentals of Marketing or BEM2016 Consumer Behaviour |
| Module co-requisites | None |
| NQF level (module) | 6 |
| Available as distance learning? | No |
| Origin date | 01/05/2013 |
| Last revision date | 25/01/2024 |
