Module ASB-9038:
Marketing Strategy

Overview

Responding to disruptive changes in the external environment (e.g. Brexit, Covid, Ukraine, commodity prices) this module critically evaluates the contributions of various schools of thought in marketing and examines the relevant analytical models and management practices, with emphasis on the strategic importance of marketing and managing change to all organisations. It makes use of appropriate case studies and discussions to examine the key features of successful marketing campaigns and equips students with the skills necessary to critically evaluate the various theories and apply those most relevant within their companies / organisations.

This module critically evaluates the contributions of various schools of thought in marketing and examines the relevant analytical models and management practices, with emphasis on the strategic importance of marketing to all organisations, but particularly in the context of change management given the dynamic environments global businesses face. The module makes use of appropriate case studies and discussions to examine the key features of successful marketing campaigns and equips students with the skills necessary to critically evaluate the various theories and apply those most relevant within their companies / organisations. The module is comprised of three study units which focus on predicting consumer decisions, the wider marketing environment, and marketing communication, respectively.

Assessment Strategy

Threshold C- to C+ (50-59%): Satisfactory performance. No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives. Knowledge of key areas/principles only. Weaknesses in understanding of some areas. Limited evidence of background study. Answer inadequately focused on task and with some irrelevant material and poor structure. Arguments presented but lack coherence. Minor factual/computational errors. Lacking original interpretation.

Good B- to B+ (60-69%): Good performance. Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills. Understands most but not all concepts/issues. Evidence of background study. Focused answer with good structure. Arguments presented coherently. Mostly free of factual errors. Some limited original interpretation. Well known links between topics are described. Problems addressed by existing methods/approaches. Good presentation with accurate communication

Excellent standard: 70+ An outstanding performance, exceptionally able. The relevant information is accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.

Learning Outcomes

• Critically analyse the important contribution of marketing strategy and management theory in an ever-changing contemporary context

• Critically evaluate and appropriately apply alternative strategies and tools involved in management, and demonstrate the ability to make informed management and leadership judgements and decisions.

• Critically evaluate the subject specific roles, features and relationships within and between firms, and comprehend the implications of different strategic decisions for the firm across a range of management functions.