|Prerequisites for Module|
Aims of Module
To provide students with a detailed knowledge of marketing strategy and planning in order to assess, develop and implement appropriate marketing strategies in a variety of different marketing scenarios.
Learning Outcomes for Module
On completion of this module, students are expected to be able to:
Indicative Module Content
Marketing as a strategic business function and its interface with corporate strategic planning. Strategic models, including SWOT, PESTLE, BCG, GE, DPM and their role in choice of strategy. Competition, industry analysis. sustainable competitive advantage. Strategic marketing planning and tactical marketing decisions; key challenges facing marketers, including CSR, global decision-making, government involvement and changing legislation.
|Indicative Student Workload|
Mode of Delivery
The module is delivered by means of lectures supplemented with tutorials and student centred learning, which takes the form of directed reading and independent research to support the tutorial work. Use will be made of case study materials throughout.
The module will be assessed by means of one piece of coursework, which will take the form of a written marketing plan.