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Study information

Marketing Management and Strategy

Module titleMarketing Management and Strategy
Module codeBEM3041
Academic year2024/5
Module staff

Mr Greg Blanchfield (Lecturer)

Duration: Term123
Duration: Weeks


Number students taking module (anticipated)


Module description


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: 


The module covers sustainability related issues by addresses concepts such as organisational social and environmental responsibility 


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. 


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.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

  • 1. critically analyse and evaluate strategic marketing management models and plans
  • 2. apply strategic marketing concepts, models and processes to case study organisations

ILO: Discipline-specific skills

On successfully completing the module you will be able to...

  • 3. demonstrate a critical understanding of the nature of strategic marketing management in contemporary and changing organisational environments through analysis, applied problem solving, and decision-making
  • 4. 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...

  • 5. demonstrate the ability to critically analyse strategic marketing plans
  • 6. demonstrate written presentation skills
  • 7. 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
  • Developing and implementing a positioning and competitive strategies
  • New product development
  • Branding
  • Strategic marketing case studies

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Scheduled Learning and Teaching Activities15Lectures
Guided Independent Study10Workshops
Guided Independent Study125Individual study, reading and assignments

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
CourseworkOptional submission1, 2, 4, 5, 7 In-class generalised feedback

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Group assignment 302000 words or equivalent 1, 2, 4, 5, 7Written via ELE
Coursework 2702500 words or equivalent 1- 7Written via ELE

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Group assignment Individual report (1000-1500 words) 1, 2, 4, 5, 7Referral/Deferral Period
Coursework 2 Individual report 1-7Referral/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.


Key words search

Strategy, marketing, competition

Credit value15
Module ECTS


Module pre-requisites

BEM1019 Fundamentals of Marketing or BEM2016 Consumer Behaviour

Module co-requisites


NQF level (module)


Available as distance learning?


Origin date


Last revision date