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. 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

Illustrative content:
* 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

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion120:0020:00Preparation for group presentation
Guided Independent StudyAssessment preparation and completion115:0015:00Revision and completion of Semester 1 exam
Scheduled Learning And Teaching ActivitiesLecture61:006:00N/A
Guided Independent StudyAssessment preparation and completion12:002:00Group presentation to peers
Guided Independent StudyAssessment preparation and completion120:0020:00Completion of reflective record on group work
Guided Independent StudyDirected research and reading140:0040:00Preparation for and follow up of case studies and lectures
Scheduled Learning And Teaching ActivitiesSmall group teaching101:0010:00Seminars for case study analysis
Scheduled Learning And Teaching ActivitiesWorkshops201:0020:00Supported group work
Scheduled Learning And Teaching ActivitiesWorkshops151:0015:00Workshops to support strategic marketing simulation game
Guided Independent StudyStudent-led group activity150:0050:00N/A
Scheduled Learning And Teaching ActivitiesDrop-in/surgery21:002:00Drop-in surgeries, for Semester 2 assessment support
Total200:00
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.

Assessment Methods

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

Exams
Description Length Semester When Set Percentage Comment
PC Examination601A30Multiple choice exam
Exam Pairings
Module Code Module Title Semester Comment
ACE2070Marketing Strategy: Concepts1N/A
Other Assessment
Description Semester When Set Percentage Comment
Prof skill assessmnt2M40Group 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.

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.

Reading Lists

Timetable