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

This unit provides a comprehensive overview of key concepts and theoretical perspectives on marketing strategy. It is also practical in that students get to apply the concepts and theoretical perspectives in a realistic business simulation environment. They learn to analyse and interpret different types of data to assess and understand how marketing strategy contributes to organisational 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.

 

The unit aims to:

• To provide a comprehensive understanding of the key concepts and theoretical perspectives regarding marketing strategy

• To apply key concepts and theoretical perspectives of marketing strategy within increasingly data and analytics-driven contemporary business environments

• To assess how marketing strategy contributes to organisational performance.
 

 

Syllabus (indicative curriculum content):

• Scope and role of marketing strategy  

• Role of data and analytics in marketing decision-making  

• Different types of strategy  

• Developing and sustaining competitive advantage  

• Key marketing-based sources of sustainable competitive advantage  

• Marketing strategy implementation and key metrics

• Contemporary topics in marketing strategy 

Methods of delivery: Lectures/seminars

Lecture hours: 22 [11 Weeks x 2 hours]

Seminar hours:  8 (8 Weeks x 1 hour)

Private study: 170 hours

Total study hours: 200 hours

 

Understand the underlying concepts and theoretical perspectives of marketing strategy

Explain the scope and role of strategic marketing decisions in organisations

Identify and assess the means of securing a competitive advantage via strategic marketing decisions 

Evaluate marketing strategies of organizations and assess how they contribute to organisational performance

Describe and assess the range of marketing strategies available to organisations  

Synthesise and analyse data and information 

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

Learn key analytical skills needed to do with marketing strategy development and implementation

Apply relevant theories and models to real-world business situations 

Work effectively as a part of a team

Enhance their information retrieval skills  

Enhance their written communication skills  

Assessment methods

Summative Assessment: 

Group assignment mid semester (50% of final mark)

Individual exam (50% 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.

 

 

 

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 ITMB, and joint programmes whose degree programme permits or requires this module to be taken.

 

For Academic Year 2025/26

Updated: March 2025

Approved by: March UG Committee