MSc Marketing / Course details

Year of entry: 2021

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Course unit details:
Marketing Implementation and Strategy

Unit code BMAN74011
Credit rating 15
Unit level FHEQ level 7 – master's degree or fourth year of an integrated master's degree
Teaching period(s) Semester 1
Offered by Alliance Manchester Business School
Available as a free choice unit? No

Overview

The course aims to enable students to acquire an in-depth knowledge of marketing strategy and marketing strategy implementation related issues. It equips students with understanding of how organizations are “doing it” to achieve key performance objectives. Specifically, students will be able to understand how marketing strategy decisions are turned into a set of detailed marketing actions and how different organizations are competing for success and competitive advantage (i.e., via branding, innovation, relationship marketing, and service excellence).p

Pre/co-requisites

BMAN74011 Programme Req: BMAN74011 is only available as a core unit to students on MSc Marketing

Aims

The course aims to enable students to acquire an in-depth knowledge of marketing strategy and marketing strategy implementation related issues. It equips students with understanding of how organizations are “doing it” to achieve key performance objectives. Specifically, students will be able to understand how marketing strategy decisions are turned into a set of detailed marketing actions and how different organizations are competing for success and competitive advantage (i.e., via branding, innovation, relationship marketing, and service excellence).

Learning outcomes

At the end of the course students should have developed a comprehensive understanding of marketing strategy implementation concepts and theories. In addition, they should have the ability to:

Demonstrate knowledge of how an integrated marketing strategy is designed and implemented

Develop a broader skill-set including team-working and critical thinking

Understand how organizations compete for success and competitive advantage

Assess alternative ways for creating value to customers

Research, evaluate, and assess marketing strategies adopted by real-life organizations

 

They should also have:

Enhanced their bibliographic and computing skills, by using the library and electronic sources (www) in the course of their reading, seminar preparation and course work

Syllabus

  • Marketing Strategy: Developing & Implementing Plans
  • Developing & Implementing Plans in Practice: First Generation iphone
  • Sustainable Competitive Advantage
  • Competing for Success with Branding
  • Competing for Success with Innovation & NPD
  • Competing for Success with Relationship Marketing
  • Competing for Success with Service Excellence
  • Service Failure and the Dynamics of Service Recovery
  • Social Corporate Responsibility & Marketing

Teaching and learning methods

Formal Contact Methods

Minimum Contact hours: 20 

Delivery format: Lecture and Workshops 

Assessment methods

2 hour exam (60%)

Group presentation (40%) - peer review assessment

Feedback methods

Written, verbally during class and via Blackboard.

Recommended reading

  • Kotler, P. and Keller, K. (2016). Marketing Management, 15th edition, Pearson Education
  • Palmatier, R. W., and Sridhar, S. (2017). Marketing strategy: Based on first principles and data analytics. Macmillan International Higher Education.

Study hours

Scheduled activity hours
Lectures 22
Seminars 5
Independent study hours
Independent study 120

Teaching staff

Staff member Role
Simos Chari Unit coordinator

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