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Modules

Modules

ACE2071 : Marketing Strategy: Applications

Semesters
Semester 2 Credit Value: 10
ECTS Credits: 5.0

Aims

This module discusses how to take a strategic approach in marketing planning to achieve competitive advantage. The Module provides practical application of the strategic marketing planning process through a service or product development project.

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

Outline Of Syllabus

The Module provides practical application of the strategic marketing planning process through a service or product development project.

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion115:0015:00Completion of reflective record on group work
Guided Independent StudyAssessment preparation and completion120:0020:00Preparation for group presentation
Scheduled Learning And Teaching ActivitiesWorkshops221:0022:00N/A
Guided Independent StudyStudent-led group activity130:0030:00N/A
Guided Independent StudyIndependent study113:0013:00Student reading and extension of learning beyond the taught material
Total100:00
Teaching Rationale And Relationship

Learning is largely gained through a range of interactive group activities in supervisor supported group projects involving the (desk based) research and development of strategic marketing plan for an existing or new product.

Assessment Methods

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

Other Assessment
Description Semester When Set Percentage Comment
Prof skill assessmnt2M50Group presentation of a strategic marketing or product development plan (15 minute presentation)
Reflective log2M50Personal reflection on group project and translation of theory to practice. up to 1500 words
Assessment Rationale And Relationship

The module will involve practical application of theory through supervisor-supported group projects involving the (desk-based) research and development of strategic marketing plan for an existing or new product. This group work will be assessed by a group presentation and an individual personal reflection on both working in groups and the translation of strategic marketing theory into practice.

Reading Lists

Timetable