 | Use this page to view syllabus information, learning objectives, required materials, and technical requirements for the module.
As a result of College adapting your modules to combine face-to-face on campus and online teaching and learning support, the breakdown of notional learning hours set out under the heading “Technical Requirements” below may not necessarily reflect how each module will be delivered this year. Further details relating to this will be made available by your department and will be updated as part of the student timetable. |
| MN 2305 - Marketing Strategy in Context |
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Associated Term:
2023/24 Academic Session
Learning Objectives:
The aim of Marketing Strategy in Context (MN2305) is to equip students with the necessary knowledge and skills to be able to evaluate marketing strategies used by organisations.
Through a systematic consideration of the key concepts; the competitive environment, customer insight, market information systems, business models, enterprise competencies, control, evaluation and innovation, the elements of the marketing mix and their critical interrelationships are explored, rooted in contemporary academic writing and real world examples.
The course should equip students with a broad knowledge of strategic marketing in an industrial context and a demonstrable range of analytical marketing skills.
In addition, as a signatory to the Principles for Responsible Management Education (PRME), which is based on the United Nations’ Global Compact, attention is devoted to the sustainability of marketing practices in an increasingly globalized consumer society.
Pre-requisites:
MN1305
Learning Outcomes:
1. Select and appropriately use a variety of strategic marketing conceptual tools and to be able assess the marketing environment for an organisation;
2. Analyse the criticality of interrealtionships in the marketing mix of an organisation and its competitors and be able to assess tactical initiatives in the context of the 7P's of service marketing and Porters value chain framworks;
3. Evaluate from a variety of perspectives the marketing philosophy applied in a range of conceptual and industry contexts;
4. Through effective synthesis of theoretical knowledge and examples from business develop and critique a range of marketing strategies;
5. Evaluate appropriate ethical and social responsibilities expected of marketers from awareness of legal, moral and other pertinent stakeholder perspectives;
6. Demonstrate effective interpersonal communication and managerial collaborative skills including; time management, team building and co-ordination, developed from experiential group working experience.
Required Materials: Click here for the reading list system Technical Requirements: The total number of notional learning hours associated with this course are 150 These will normally be broken down as follows: Lectures 20 hrs Seminars 9 hrs Guided Independent Study 121 hrs Formative Assessment and Feedback: Individual plan - 500 words - written feedback Summative Assessment: Multiple Choice Questions - 60 minutes - 30% Digital Poster - 800 words - 70% |
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