MBA7032 - Strategic Marketing and Planning

Objectives:

On successful completion of the module, students will be able to:
Evaluate the developing nature of the marketing environment.
Appraise the competitive marketing situation and environment of an organisation.
Evaluate and construct supported marketing decisions based around the various elements of the marketing mix.

Content:

The module aims to provide a comprehensive and in-depth insight into key areas of marketing, including developments that will impact on the future of marketing activity. The areas included within this are consumer behaviour (B2B, B2C, C2B, C2C), situational analysis (SWOT, TOWS, PESTLE), competitive analysis (competitive forces, market analysis), pricing, promotion (marketing communications), product and distribution strategies, creating competitive advantage (value chain), e-marketing, service marketing, as well as international marketing.

Learning and Teaching Information:

The module will be delivered via a series of weekly 2.5-hour teaching blocks, comprising whole-group interactive lecture and seminar covering fundamental theories and applications. Lectures and seminars will be supported by in-depth applied workshops.

The module will make use of current newsworthy case studies and developing business trends and so the nature of the topics and exercises will vary. Students will be provided with, and/or directed to, relevant reading and additional questions/ exercises to support their progress through the module material.

Lectures/seminars
Hours: 25
Intended Group size: Cohort

Workshops/tutorials
Hours: 5
Intended Group size: Cohort or variable size groups

Guided independent study
Hours: 170

Further details relating to assessment
Interim Assignment Plan: students are required to highlight background research (macro and micro-environmental factors) which will inform the written marketing plan due for submission at the end of the module. Marketing report: this assignment requires students to detail the background research and strategic planning designed to achieve clearly defined marketing objectives for the next financial year.

Assessment:

001 Interim assessment plan; mid-term 2 25%
002 Report; 2,000 words; end of term 2 75%

Fact File

Module Coordinator - Gaynor Cross
Level - 7
Credit Value - 20
Pre-Requisites - NONE
Semester(s) Offered - 7T2

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