Overview:
- Credits:
- 10.0
- Level:
- 4
- Semester:
- Autumn
- Subject:
- Marketing
- School:
- Business
- Coordinator:
- Professor Mary Lambkin-Coyle
MKT40620 Corporate Marketing Strategy
Academic Year 2023/2024
This module seeks to provide participants with a deep understanding of the role of marketing in corporate strategy. It builds upon a foundation in marketing management by taking a higher-level focus on corporate strategy, viewed through a marketing lens. This module combines an exposure to latest concepts and research on corporate and marketing strategy with extensive experience in application to a range of companies and industry situations, from traditional to digital, and from domestic to global. The focus is on building stakeholder value by growing businesses both organically and through acquisition. Topics cover all stages of company development from start-up, to market entry, new product launches, public flotations (IPOs), mergers and acquisitions, divestiture and turnaround. The course is highly interactive with an emphasis on real life cases currently making news in the business world.Show/hide contentOpenClose All
Curricular information is subject to change
Learning Outcomes:
Students completing this module will have a deep understanding of the role of marketing in building value for firms' stakeholders and a thorough appreciation of the close link between marketing strategy and corporate strategy . They should have acquired a tool kit of analytical frameworks and theories that business leaders employ to build competitive advantage and brand value which they can apply in any situation. They should also understand the differing strategic imperatives of various industry contexts such as stage of life cycle, competitive intensity and economic conditions. They should be able to conduct a comprehensive strategic analysis and to develop and present a strategic plan for any company or situation.
Indicative Module Content:The concept of strategy and strategic planning
The hierarchy of strategy from corporate to business to product
Describing and measuring a firm's business model
Market structure and competitive analysis
Internal cost structure and financial analysis
Setting objectives and monitoring performance
Managing and leveraging brand portfolios
Innovating for growth and building new business
International expansion and globalisation
Turning around distressed businesses and brands
| Student Effort Type | Hours |
|---|---|
| Lectures | 36 |
| Small Group | 1 |
| Total | 37 |
Requirements, Exclusions and Recommendations
Not applicable to this module.
Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy
| Description | Timing | Component Scale | % of Final Grade | ||
|---|---|---|---|---|---|
| Continuous Assessment: < Weekly submissions/presentations > Individual submissions of 10 pages on 2 cases (20% each) and class participation throughout the course (10%). |
Throughout the Trimester | n/a | Standard conversion grade scale 40% | No | 50 |
| Group Project: Verbal presentation (20%) and Written report of 20 pages (30%) submitted at the end of the course. | Coursework (End of Trimester) | n/a | Standard conversion grade scale 40% | No | 50 |
| Resit In | Terminal Exam |
|---|---|
| Spring | No |
Feedback Strategy/Strategies
• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
How will my Feedback be Delivered?
Not yet recorded.
Textbook: David Aaker and Christine Moorman, , Strategic Market Management, 11th edition, digital version, Wiley 2017.
Other readings supplied on Brightspace.
Other readings supplied on Brightspace.
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