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MODULE DESCRIPTOR
Module Title
Marketing Strategy
Reference CBM822 Version 1
Created January 2020 SCQF Level SCQF 11
Approved February 2019 SCQF Points 15
Amended July 2019 ECTS Points 7.5

Aims of Module
To develop in learners a critical understanding and application of the principles and practice of marketing, with the ability to evaluate, solve problems and undertake effective strategic marketing decision making.

Learning Outcomes for Module
On completion of this module, students are expected to be able to:
1 Critically assess markets, marketing systems and processes, through the understanding and application of advanced and specialised concepts and issues associated with segmentation, targeting and positioning of markets.
2 Appraise the nature of, and critically evaluate the interaction between the elements of the marketing mix, and the need for research to determine the ideal positioning and target market for a product or service.
3 Evaluate marketing strategies and deal with implementation issues.
4 Apply marketing concepts in the solution of complex business problems and be able to develop a strategic marketing plan.

Indicative Module Content
The marketing system in context of the other business functions and assessing its relevance in terms of both the internal and external environments. Strategic marketing planning. Consumer and organisational buying behaviour. Segmentation, targeting and positioning. The marketing mix: product, price, place, promotion. Marketing information systems, including marketing research, market measurement and forecasting. The marketing of services and not for profit marketing. Personal selling and sales management. Planning evaluation and control.

Module Delivery
The module is delivered in Taught Mode by lectures, interactive group work, case study tutorials and directed self-study. The module is delivered in Distance Learning Mode by self directed learning from paper-based or web-based learning materials, supported by seminars and/or on-line support.

Indicative Student Workload Full Time Part Time
Contact Hours 40 N/A
Non-Contact Hours 110 150
Placement/Work-Based Learning Experience [Notional] Hours N/A N/A
TOTAL 150 150
Actual Placement hours for professional, statutory or regulatory body    

ASSESSMENT PLAN
If a major/minor model is used and box is ticked, % weightings below are indicative only.
Component 1
Type: Coursework Weighting: 100% Outcomes Assessed: 1, 2, 3, 4
Description: Individual Written Assessment

MODULE PERFORMANCE DESCRIPTOR
Explanatory Text
The calculation of the overall grade for this module is based on 100% weighting of C1. An overall minimum grade D is required to pass the module.
Module Grade Minimum Requirements to achieve Module Grade:
A The student needs to achieve an A in C1.
B The student needs to achieve a B in C1.
C The student needs to achieve a C in C1.
D The student needs to achieve a D in C1.
E The student needs to achieve an E in C1.
F The student needs to achieve an F in C1.
NS Non-submission of work by published deadline or non-attendance for examination

Module Requirements
Prerequisites for Module None.
Corequisites for module None.
Precluded Modules None.

INDICATIVE BIBLIOGRAPHY
1 JOBBER, D., and ELLIS-CHADWICK, F., 2024. Principles and practice of marketing. 10th ed. Maidenhead: McGraw Hill.
2 ARMSTRONG,G., 2022. Marketing: an introduction. 15th ed. Upper Saddle River: Pearson.
3 KOTLER, P., ARMSTRONG, G., AND OPRESNIK, M. 2021. Principles of Marketing. 18th ed. Harlow, England: Pearson.
4 BAINES, P., FILL, C, ROSENGREN, S., and ANTONETTI, P., 2021.Fundamentals of Marketing. 2nd ed. Oxford: Oxford University Press.
5 SIMLIN, L., 2019. Marketing Concepts & Strategies. 8th ed. Andover: Cengage Learning.

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781