BSc Biomedical Sciences

Enterprise Strategy and Marketing explores essential business activities for developing and growing small to medium-sized organisations. Focusing on the entrepreneurial process, students will examine the journey from commercialising a product or service to building a business around the central theme of the "Value Proposition." The unit emphasises the strategic importance of marketing, including branding, communication, and sales. By integrating theoretical frameworks with practical solutions, students will gain a comprehensive understanding of how to effectively market and deliver value to customers.

Students need no prerequisite.  

The unit aims to:

Develop a basic understanding of marketing functions, their practical application and the process and skills required for use in the development and management of New Entrepreneurial Venture.  Students should leave with a greater understanding of the application of business analysis and strategic marketing practices relating to the general business environment.

The unit aims to develop depth and understanding of the processes and skills needed in planning a new venture or taking an existing business forward. The main focus being, the marketing process and its importance within the business environment including: strategic positioning, marketing communication strategy, tactics, and the importance of innovation and product development.

The following areas are covered:
• Marketing and its wider environment and connection to business
• Business planning and future strategy
• Creativity Innovation and new product development
• Marketing research
• Customers, segmentation, targeting and positioning
• Marketing communication
• Products and Brands
• Service marketing
• B2B marketing
• Marketing and innovation failure

The unit will be delivered as a series of interactive lectures and in-class activities for students to work on both alone and in small informal groups. The lecture will be supported by case studies, guest speakers, PowerPoint files and electronic resource web links. 

KU1 Apply strategic management processes to analyse a company's strategic position and identify options within a marketing context.

KU2 Evaluate and implement marketing and communication channels appropriate to various organisations.

KU3 Analyse the impact of innovation on all aspects of an organisation, particularly in product development and marketing.

IS1 Conduct detailed analyses of strategic positions using diverse information sources.

IS2 Communicate effectively through well-structured and persuasive documents.

PS1 Evaluate marketing strategies tailored to specific business scenarios.

PS2 Identify, gather, and assess primary and secondary market information.

PS3 Apply theoretical principles to practical situations within the marketing context.

TS1 Recognise the importance of teamwork in a business environment.

TS2 Value creativity and innovation as drivers of organisational success.

Formative assessment: A word essay-type exercise related to the assignment topic

Summative assessments: Assignment: - a structured market report, 100%

Formative feedback is the feedback given to help you to develop and improve students’ work with the unit of study.

 Additional formative feedback is available to you through the following means:

• Attending lectures, joining discussions about case studies and doing short work tasks set within the lecture session.
• Discussion board on Blackboard
• Your lecturer will reply to brief individual questions at the end of each lecture session, if there are a few minutes to spare.
• Your lecturer will provide brief replies to your e-mailed enquiry.
• Your lecturer may feedback messages to the whole class via Blackboard if the point that you have raised could be of benefit to the whole class.

 In this unit, a summative work assessment is marked and comments will be returned to you via Blackboard as well as a hard copy of any feedback sheets made available from AMBS UG services.

Kotler, P., & Armstrong, G. (2023). Principles of Marketing (19th ed.). Pearson Education Inc. 

Valentin, E.K. (2014). Business Planning and Market Strategy. SAGE Publications. Fahy, J., & Jobber, D. (2019). Foundations of Marketing. McGraw-Hill Education.

Wirtz, J., & Lovelock, C. (2021). Services Marketing: People, Technology, Strategy (9th ed.). World Scientific Publishing Company. 

Ellis, N. (2010). Business to Business Marketing: Relationships, Networks and Strategies. Oxford University Press.

Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value Proposition Design: How to Create Products and Services Customers Want. John Wiley & Sons.

Available as a free choice option. Offered as an option on the BA in Creative and Cultural Industries programme.

For Academic Year 2024/23

Updated: March 2024

Approved by: March UG Committee