Programme/Approved Electives for 2023/24
Available as a Free Standing Elective
Marketing Principles (MAN 10009)
Marketing Management (MAN 20058)
This module comprises marketing strategy which together provides a foundation in strategic thought. The strategic marketing element is taught at two levels. Firstly, it is approached from the perspective of the meaning of strategy and of the role of strategic thinking in management. The foundation of the programme is therefore the concept of strategy (and in particular, the future oriented nature of strategic processes). Secondly, the strategy concept is applied in the customer / marketing context in terms of strategic marketing management - that is, the strategic processes involved in customer / market selection and subsequent servicing of these markets in a given competitive environment. The strategic aspects of marketing processes relate to fundamental organizational concerns such as survival, resource allocation, customer responsiveness, flexibility and reputation. They should therefore be of primary concern to the student of marketing. The module also aids linkage between the theoretical programmes of the first two years with the more application-based approaches of third year.
The module pursues an analytical investigation into the principles relating to the study and practice of strategic marketing, including aspects of digital and service marketing strategies. There is a focus on the principles of strategy, strategic marketing and the concept of competitive advantage as well as the dominant schools of thought underpinning the systemic approach to achieving a heightened firm performance. The module leads students through the interplay between the theory and practice of strategic marketing management. Including a stage by stage critical assessment of the strategic marketing process managers use to strive for better firm performance against the competition.
Intended Learning Outcomes
Use and acquire advanced marketing concepts of particular relevance to marketing strategy: 1Critically evaluate the the current situation of a given organisation with the view to making and justifying recommendations on its marketing strategy: 1Assemble appropriate marketing concepts, in a focused and critical way to the particular firms and their sectors: 1
Lectures 11 hoursSeminars/Tutorials 11 hours Lecture and seminar/tutorial preparation 22 hoursPrivate study 52 hoursAssignment preparation 54 hours
1: Report weighted 100%
Description of Module Assessment
Individual Strategic Marketing Consultancy ReportThe strategic marketing consultancy report will be a case study. Students, as individuals, will be required to gather further information, analyse the information provided and collected in order to devise, justify and document a strategic marketing plan. The strategic plan produced should be no more than 4,000 words. This allowance excludes a cover page, contents page and references. No appendices should be included within the report.