ACE2070 : Marketing Strategy: Concepts
- Offered for Year: 2018/19
- Module Leader(s): Dr Sharron Kuznesof
- Lecturer: Dr Diogo Monjardino De Souza Monteiro
- Owning School: Natural and Environmental Sciences
- Teaching Location: Newcastle City Campus
|Semester 1 Credit Value:||10|
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.
|Guided Independent Study||Assessment preparation and completion||1||12:00||12:00||Revision and completion of Semester 1 exam|
|Scheduled Learning And Teaching Activities||Lecture||22||1:00||22:00||N/A|
|Guided Independent Study||Directed research and reading||1||22:00||22:00||Follow up of lecture materials and reading required to consolidate taught material|
|Guided Independent Study||Independent study||1||44:00||44:00||Student reading and extension of learning beyond the taught material|
Teaching Rationale And Relationship
Learning is dominantly based on the model of introducing materials through lectures and directing students to further reading.
The format of resits will be determined by the Board of Examiners
|Written Examination||60||1||A||100||Multiple choice exam|
|Module Code||Module Title||Semester||Comment|
|ACE2000||Marketing Strategy: Concepts and Applications||1||N/A|
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.