Marketing Strategy
| Module title | Marketing Strategy |
|---|---|
| Module code | BEP3110 |
| Academic year | 2025/6 |
| Credits | 15 |
| Module staff | Mr Greg Blanchfield (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 12 |
| Number students taking module (anticipated) | 100 |
|---|
Module description
This module will be of interest to those who wish to gain an understanding of how to take a strategic approach in marketing and marketing communications planning. Students will become familiar with techniques for analysing the internal and external environment so as to evaluate strategic choices for competitive advantage. Students will learn how to interpret marketing knowledge and analysis to critically evaluate current marketing plans, and formulate a coherent marketing strategy. Case studies are used to enhance your’ knowledge and skills of the real-life application of marketing management and strategy.
The module is suitable for both business and non-business students.
Module aims - intentions of the module
The aim of this module is to provide you with a relevant and comprehensive understanding of theory and concepts of strategic marketing in a global marketplace. You will learn how to interpret marketing knowledge and analysis to critically evaluate current marketing plans, and formulate a coherent marketing strategy. The analytical skills developed on this module are designed to provide you with a critical awareness of the importance of strategically managing the customer relationship process.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. Explain the strategic marketing options for business
- 2. Evaluate and assess critically, the theory and concepts of strategic marketing
- 3. Develop an integrative marketing communications plan appropriate for operating in a global marketplace
- 4. Interpret marketing knowledge and analysis to critically evaluate current marketing plans, and formulate a coherent marketing strategy
- 5. Critically appraise a strategic marketing communications campaign
- 6. Construct a definition of the concept of Responsible Marketing
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 7. Identify resources required to successfully implement a strategic plan
- 8. Analyse relevant information to inform strategic decision making
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 9. Reflect on a work-related experience of multi-cultural teamwork
- 10. Utilise digital technology to develop written and communication skills
Syllabus plan
Introduction to strategic marketing
The marketing communications industry
Strategic market segmentation, targeting and positioning
Advertising and promotion
The tools of international marketing communications
Marketing analytics
Consumer behaviour
Developing the marketing communications strategic plan
Integrated marketing communications across multimedia platforms (planning and development)
Measuring Marketing effectiveness
Ethics of marketing communications
Contemporary issues for Marketing Managers
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 | 10 | Lectures |
| Scheduled Learning and Teaching Activities | 15 | Tutorial sessions |
| Independent study | 125 | Core and supplementary reading, lesson preparation and essay writing |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Draft poster and presentation | 15-minute presentation | 1-3, 5 | Verbal (peer to peer) in class |
| Conceptual mapping | 1-hour tutorial | 4, 6, 8 | Verbal in class |
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 |
|---|---|---|---|---|
| Individual report demonstrating all concepts learnt | 70 | 2500 words | 1-4, 6, 8 | Written via ELE |
| A digitally recorded discussion which critically appraises a strategic marketing communications campaign. | 30 | 6-minute podcast or video blog inclusive of script | 5, 7, 9, 10 | Written and verbal via ELE |
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 |
|---|---|---|---|
| Individual report (70%) | Individual report (70%) 2500 words | 1-4, 6, 8 | Referral/deferral period |
| A digitally recorded discussion which critically appraises a strategic marketing communications campaign (20%) | A digitally recorded discussion which critically appraises a strategic marketing communications campaign (30%) 6-minute podcast or video blog | 5, 7, 9, 10 | 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%
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
- Greg W. Marshall and Mark W. Johnston (2023). Marketing Management 4th Edition. 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. (Not available in digital format).
Indicative learning resources - Web based and electronic resources
- Jonas Ridderstrale: Business Speaker, Author of Funky Business http://jonasridderstrale.com/index.htm
- Marketing Week https://www.marketingweek.com/
- The marketing Academy https://themarketingacademy.org.uk/
Indicative learning resources - Other resources
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| NQF level (module) | 6 |
| Available as distance learning? | No |
| Origin date | 16/02/2019 |
| Last revision date | 03/02/2025 |
