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BSc Management (Human Resources) with Industrial/Professional Experience

Year of entry: 2020

Course unit details:
Marketing Strategy

Unit code BMAN31302
Credit rating 20
Unit level Level 3
Teaching period(s) Semester 2
Offered by Alliance Manchester Business School
Available as a free choice unit? No

Overview

·         To provide a comprehensive knowledge of the concepts of, and theoretical perspectives on marketing strategy

·         To apply concepts and theoretical perspectives of marketing strategy to by increasingly data and analytics-driven contemporary business environments

·         To assess how marketing strategy contributes to organizational performance

Pre/co-requisites

Unit title Unit code Requirement type Description
Marketing Communications in the Digital Age BMAN24352 Pre-Requisite Compulsory
BMAN24352 is a Pre-Requisite of BMAN 31302 Only available to students on: Mgt/Mgt Specialism; IMABS; IM and ITMB/ITMB Marketing Specialism.

Pre-requisite course units have to be passed by 40% or above at the first attempt unless a higher percentage is indicated within this course outline.

 

Aims

·         To provide a comprehensive knowledge of the concepts of, and theoretical perspectives on marketing strategy

·         To apply concepts and theoretical perspectives of marketing strategy to by increasingly data and analytics-driven contemporary business environments

·         To assess how marketing strategy contributes to organizational performance.

Learning outcomes

At the end of the course, you should be able to:

·         Identify the underlying concepts and theoretical perspectives of organisational strategy

·         Explain the scope and the role of strategic decisions in organisations

·         Assess the link between organisational strategy and marketing strategy

·         Evaluate the marketing strategies of organisations and assess how the strategies adopted in particular organisations contribute to organizational performance

·         Describe and assess the range of marketing strategies available to organisations

·         Make recommendations, where appropriate, on alternative marketing strategies available to organisations.

·         Identify and assess the means of securing a sustainable competitive advantage 

Syllabus

The course will include the following:

• Definition and role of strategy

• Features of strategic decisions

• Role of data and analytics in decision-making

• Scope of marketing strategy

• Means of organizational development

• Different perspectives on strategy

• Strategic marketing planning

• Key sources of competitive advantage

• Resource analysis

• Process of marketing strategy development

• Strategy with respect to relationships and networks

• Marketing strategies in new technology based, mature and declining sectors

• Marketing strategy implementation and control

 

Teaching and learning methods

Methods of delivery: Lectures/seminars

Lecture hours: 30 [10 Weeks x 2 hours + 1 hour (total 3 hours per week)]

Seminar hours:  5  (5 Weeks x 1 hour)

Private study: 165 hours

Total study hours: 200 hours

Attendance

You are expected to attend all the seminars and all the lectures. Attendance is monitored throughout the semester.

Virtual learning Environment: The Blackboard site will contain course description, lecture handouts, timetable, revision guide, recommended reading, discussion board, and other useful materials.

Informal Contact Methods

  1. Office Hours
  2. Meeting by appointment



 

Employability skills

Analytical skills
The course helps students to learn key analytical skills needed in professions to do with marketing strategy development and implementation. The students will also become more competent in applying relevant theories and models to real-world business situations. They will also practice useful skills of critical analysis, analytical assessment and synthesis, which all help the students¿ ability to research real-world/realistic business scenarios, analyse them and develop/implement effective alternative marketing strategies.

Assessment methods

Assessment:

Individual 2,000 word assignment mid semester (40% of final mark)(Summative)

AND individual 2 hour exam in May/June (60% of final mark)

Penalty and Plagiarism

See separate document on Blackboard.

Re-sits 

As this is a final year course there will be no re-sits.

Marking process - a fair, rigorous and transparent marking process for all summative work will be followed and grade descriptors for the exam will be made available separately on Black board. A sample of example papers will be both internally and externally moderated. The presentations will be assessed by two people (the course co-coordinator and the seminar leader) who will discuss the mark before awarding it.

 

Feedback methods

Ongoing formative feedback will be provided to students in lectures and seminars. Generic exam feedback will be posted on the Blackboard immediately after the Exam Board. Students will be asked to complete the online course evaluation questionnaire at the end of the semester.

 

Recommended reading

Core text

Robert W. Palmatier, Shrihari Sridhar (2017) Marketing strategy: based on first principles and data analytics. Palgrave Macmillan.

 

Study hours

Scheduled activity hours
Assessment written exam 2
Lectures 30
Seminars 5
Independent study hours
Independent study 163

Teaching staff

Staff member Role
Matti Jaakkola Unit coordinator

Additional notes

Programme Restrictions: Open to students taking the BSc in Management/Management (Specialism), BSc International Management, BSc International Management with American Business Studies, BSc ITMB, and joint programmes whose degree programme permits or requires this module to be taken.

 

For Academic Year 2020/21

Updated: March 2020

Approved by: March UG Committee

 

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