MKT46320

Learning Outcomes:

1. A comprehensive understanding of what the scope and role of marketing is within a company.

2. An understanding of holistic marketing as an approach that underlines the interconnectedness of all marketing activities within a business and that this integrated perspective is necessary for success.

3. A comprehensive introduction to corporate and business strategy, the difference between them and their role in delivering on overall company strategy

4. An understanding that a key aspect of marketing is developing a value proposition and positioning a company's offering to target customers. This typically takes place in a dynamic environment and requires ongoing adaptations.

5. An introduction to the different tools and frameworks used to analyse a company, its envirnment, competitors and customers that ultimately support strategic thinking and decision making

6. An introduction to business models, the components within them and how to evaluate them as well as an exploration of innovative business models.

7. An introduction to the commercial and financial language used in businesses to support students’ knowledge and foundational literacy of this topic

8. An exploration of how businesses can create long term shared value for businesses using sustainable business models and value creation

9. An exploration into business life cycle evolution with examples of successful and unsuccessful attempts to evolve

Indicative Module Content:

The Concept of Strategic Marketing Management
Holistic marketing and marketing as a mindset
Intro to the Tools and Frameworks of Strategy Analysis
Creating Value and & Competitive Advantage
Business Model Essentials
Finance Essentials for Marketers
Business Growth Strategies & Turnaround
Sustainable Business Models and Value Creation
Customer Centricity as Marketing Strategy

Student Effort Hours:

Approaches to Teaching and Learning:

This is an integrated learning course. Learning will be enhanced using a variety of different sources to support robust discussion and engagement with the students. An outline of different textbooks, articles, case studies and real-life scenarios will be called upon to support the approach. The module offers the opportunity for learning through a multi-faceted approach


1. Textbook: The books above provide the background theory to each of the topics we will consider.
2. Journal articles: Journal articles from the academic literature that are relevant to each topic have been identified
3. Other reading & audio material: provided in the course outline in addition to the textbook and journal articles
4. Interactive lectures: These lectures are designed to be interactive, that is to stimulate and support discussion around the topic.
5. Class/group discussion: Having completed your preparatory work you should come to class with opinions, questions and insights which you then share in a structured way in class.

Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles

Not applicable to this module.
 

Assessment Strategy

 

Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Class feedback will be delivered to students through Brightspace platform at the end of the semester

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.