Marketing Strategy

Module title	Marketing Strategy
Module code	BEP3110
Academic year	2024/5
Credits	15
Module staff	Mr Greg Blanchfield (Lecturer)

Duration: Term	1	2	3
Duration: Weeks	12

Number students taking module (anticipated)	100

Module description

This module will be of interest to thosewho 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 businessand 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 market place. 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 global market place
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
34	116	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	Presentation 15 minutes	1,2,3,5	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
Poster Exercise	30	Poster that can be narrated in under 5 minutes	1,2,3,10	Written via ELE
Individual report including a concept map which provides a visual representation of connections between concepts learnt.	50	2500 words	5,7,9,10	Written via ELE
A digitally recorded discussion which critically appraises a strategic marketing communications campaign.	20	6 minute podcast or video blog inclusive of script	5,7,9,10	Written and Oral 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
Poster Exercise	Reflective essay (30%)	1,2,3,5,10	Referral/deferral period
Individual report including a concept map which provides a visual representation of connections between concepts learnt (50%)	Individual report including a concept map which provides a visual representation of connections between concepts learnt (50%)	1,2,4,6, 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 (20%)	5,7,9,10	Referral/deferral period

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. (Not available in digital format).

Web based and electronic resources: