BSc Management (Innovation, Strategy and Entrepreneurship)
Year of entry: 2024
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Course unit details:
Marketing Strategy
Unit code | BMAN31302 |
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Credit rating | 20 |
Unit level | Level 3 |
Teaching period(s) | Semester 2 |
Available as a free choice unit? | No |
Overview
This unit provides a comprehensive overview of key concepts and theoretical perspectives on marketing strategy. It is also practical 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
Pre/co-requisites
Unit title | Unit code | Requirement type | Description |
---|---|---|---|
Marketing Management | BMAN24281 | Pre-Requisite | Compulsory |
Marketing Communications in the Digital Age | BMAN24352 | Pre-Requisite | Compulsory |
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.
Aims
- To provide a comprehensive understanding of the 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.
Learning outcomes
At the end of the course, students should be able to:
- Identify the underlying concepts and theoretical perspectives of marketing strategy
- Explain the scope and role of strategic marketing decisions in organisations
- Evaluate marketing strategies of organisations and assess how they 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 via strategic marketing decisions
Syllabus
The course will include the following:
- 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
Teaching and learning methods
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
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 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.
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
Study hours
Scheduled activity hours | |
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Assessment written exam | 2 |
Lectures | 22 |
Seminars | 8 |
Independent study hours | |
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Independent study | 168 |
Teaching staff
Staff member | Role |
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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 2024/25
Updated: March 2024
Approved by: March UG Committee