ACE2000 : Marketing Strategy: Concepts and Applications
- Offered for Year: 2019/20
- Module Leader(s): Dr Sharron Kuznesof
- Lecturer: Mr Karl Christensen
- Owning School: Natural and Environmental Sciences
- Teaching Location: Newcastle City Campus
|Semester 1 Credit Value:||10|
|Semester 2 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. The practical application application of the strategic marketing planning process is delivered through a marketing simulation game which is run over semesters 1 and 2.
This module has been mapped against the Chartered Institute of Marketing’s ‘Marketing Strategy’ module.
Outline Of Syllabus
* Introduction to strategic marketing
* the significance of situation analysis;
*techniques for assessing the external, competitive 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.
*new product development
*corporate social responsibility
|Scheduled Learning And Teaching Activities||Lecture||6||1:00||6:00||N/A|
|Guided Independent Study||Assessment preparation and completion||1||2:00||2:00||Group presentation to peers|
|Guided Independent Study||Assessment preparation and completion||1||20:00||20:00||Completion of reflective record on group work|
|Guided Independent Study||Assessment preparation and completion||1||20:00||20:00||Preparation for group presentation|
|Guided Independent Study||Assessment preparation and completion||1||15:00||15:00||Revision and completion of Semester 1 exam|
|Guided Independent Study||Directed research and reading||1||40:00||40:00||Preparation for and follow up of case studies and lectures|
|Scheduled Learning And Teaching Activities||Small group teaching||10||1:00||10:00||Seminars for case study analysis|
|Scheduled Learning And Teaching Activities||Workshops||20||1:00||20:00||Supported group work|
|Scheduled Learning And Teaching Activities||Workshops||15||1:00||15:00||Workshops to support strategic marketing simulation game|
|Guided Independent Study||Student-led group activity||1||50:00||50:00||N/A|
|Scheduled Learning And Teaching Activities||Drop-in/surgery||2||1:00||2:00||Drop-in surgeries, for Semester 2 assessment support|
Teaching Rationale And Relationship
Lectures and case studies introduce theories and concepts, which students supplement through extended reading. Practical application of strategic marketing is gained through a group based marketing simulation game.
The format of resits will be determined by the Board of Examiners
|PC Examination||60||1||A||30||Multiple choice exam|
|Module Code||Module Title||Semester||Comment|
|ACE2070||Marketing Strategy: Concepts||1||N/A|
|Prof skill assessmnt||2||M||40||Group presentation of a strategic marketing or product development plan (15 minute presentation)|
|Reflective log||2||M||30||Personal 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.
In semester 2, students will complete a group presentation based upon an analysis of the marketing strategy and tactical decisions made during the marketing simulation game. Individual marks will be based upon the group mark weighted according to peer assessment.
An individual assignment provide students with the opportunity to reflect on both working in groups and the translation of strategic marketing theory into practice.