Undergraduate

modules

Modules

ACE2000 : Marketing Strategy: Concepts and Applications

Semesters
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0

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. Semester 2 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

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;
* how managing resources and employing monitoring and measurement techniques enable the achievement of strategic marketing objectives.

Semester 2 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 completion121:0021:00Completion of reflective record on group work
Guided Independent StudyAssessment preparation and completion120:0020:00Preparation for group presentation
Guided Independent StudyAssessment preparation and completion116:0016:00Revision and completion of Semester 1 exam
Scheduled Learning And Teaching ActivitiesLecture221:0022:00N/A
Guided Independent StudyDirected research and reading130:0030:00Follow up of lecture materials and reading required to consolidate taught material
Scheduled Learning And Teaching ActivitiesWorkshops221:0022:00Supported group work
Guided Independent StudyStudent-led group activity160:0060:00N/A
Guided Independent StudyIndependent study19:009:00Student reading and extension of learning beyond the taught material
Total200:00
Teaching Rationale And Relationship

Learning in Semester 1 is dominantly based on the model of introducing materials through lectures and directing students to further reading.
In Semester 2 the 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

Exams
Description Length Semester When Set Percentage Comment
Written Examination601A40Multiple choice exam
Other Assessment
Description Semester When Set Percentage Comment
Prof skill assessmnt2M30Group presentation of a strategic marketing or product development plan (15 minute presentation)
Reflective log2M30Personal reflection on group project and translation of theory to practice. up to 1500 words
Assessment Rationale And Relationship

The multiple choice exam will assess students knowledge of marketing strategy theory in semester 1.

Semester 2 will involve practical application of semester 1 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 at the end of semester 2 and an individual personal reflection on both working in groups and the translation of strategic marketing theory into practice.

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