BMM6123 - Strategic Marketing

Objectives:

Assessment tasks are designed to enable students to demonstrate the Learning and Employability outcomes for the relevant level of study. Level Learning Outcomes are embedded in the assessment task(s) at that level. This enables a more integrated view of overall student performance at each level.

Content:

This module will introduce students to advanced strategic marketing planning theory and models and their application in the deployment of an organisation’s resources to achieve optimum competitive advantage. Dimensions of strategic marketing planning will be covered, including micro-macro situational analysis and customer-competitor analysis to inform key marketing objectives and enable strategic planning decisions related to product price, place and promotion.

Learning and Teaching Information:

Lectures
Hours: 30
Intended Group Size: Cohort

Seminars/Workshops
Hours: 10
Intended Group Size: Cohort

Guided independent study
Hours: 260

Further Details Relating to Assessment
Assessment tasks are designed to measure the extent to which you have satisfied the Level Learning Outcomes for your programme. Some modules, for example where there are professional body (PSRB) requirements, will also test for module-specific skills and knowledge.

Individual Presentation: students will produce a 10-minute panopto-slide summary of the chosen topic and rationale for their negotiated strategic marketing plan (component 2).

Individual Written Report: students will produce a detailed strategic plan for the marketing of an organisation and new or existing product or service negotiated by them. The plan must be commercially and ethically viable and make detailed recommendations for each sequential stage of the strategic marketing planning framework.

Formative feedback (including feed forward) will be provided as part of workshop activity on an individual basis to support students in the development of their strategic marketing plans.

Full details are contained within the Module Handbook.

Assessment:

001 Presentation (Individual); 10 mins; end sem 1 30%
002 Individual Report; 3000 words; end sem 1 70%

Fact File

Module Coordinator - PRS_CODE=
Level - 6
Credit Value - 30
Pre-Requisites - NONE
Semester(s) Offered - 6S1

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