Study Abroad and Exchanges

Modules

Modules

ACE2070 : Marketing Strategy: Concepts

Semesters
Semester 1 Credit Value: 10
ECTS Credits: 5.0

Aims

This module discusses how to take a strategic approach in marketing planning to achieve competitive advantage. Core concepts of strategic marketing are introduced in semester one, including: the significance of situation analysis; techniques for assessing the external and internal environments that enable effective decision making; the importance of all stages within the marketing planning process, from the audit, through strategic decision making, to implementation of plans; and how managing resources and employing monitoring and measurement techniques enable the achievement of strategic marketing objectives.

This module has been mapped against the Chartered Institute of Marketing’s ‘Marketing Strategy’ module.

Outline Of Syllabus

Core concepts of strategic marketing are introduced, including:
* the significance of situation analysis;
techniques for assessing the external and internal environments that enable effective decision making;
* the importance of all stages within the marketing planning process, from the audit, through strategic decision making, to implementation of plans;
* how managing resources and employing monitoring and measurement techniques enable the achievement of strategic marketing objectives.

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion112:0012:00Revision and completion of Semester 1 exam
Scheduled Learning And Teaching ActivitiesLecture221:0022:00N/A
Guided Independent StudyDirected research and reading122:0022:00Follow up of lecture materials and reading required to consolidate taught material
Guided Independent StudyIndependent study144:0044:00Student reading and extension of learning beyond the taught material
Total100:00
Teaching Rationale And Relationship

Learning is dominantly based on the model of introducing materials through lectures and directing students to further reading.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Exams
Description Length Semester When Set Percentage Comment
Written Examination601A100Multiple choice exam
Assessment Rationale And Relationship

The multiple choice exam will assess students knowledge of marketing strategy theory and its critical application to case studies.

The arrangement for study abroad students who are required to depart prior to the semester 1 assessment period is that they will be set a 1500 word essay in stead of the end of semester 1 MCQ test.

Reading Lists

Timetable