BSc Management (Innovation, Strategy and Entrepreneurship) with Industrial / Professional Experience

·         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

BMAN24352 OR BMAN24281 is a Pre-Requisite of BMAN 31302 Only available to students on: Mgt/Mgt Specialism; IMABS; IM and ITMB/ITMB Marketing Specialism.

Pre-requisites: BMAN24281 OR BMAN24352

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

 

·         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.

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 

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

 

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

Assessment methods

Assessment: Group assignment mid semester (40% of final mark)(Summative) AND individual 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 Blackboard. A sample of individual assignments and exam papers will be both internally and externally moderated.

 

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.

 

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.

 

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 2023/24

Updated: March 2023

Approved by: March UG Committee