| Delivery Type | Delivery length / details |
|---|---|
| Lecture | 11 lectures |
| Seminars / Tutorials | 4 per student |
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Exam | 2 Hours | 50% |
| Semester Assessment | Coursework report of 2500 words | 50% |
| Supplementary Exam | 2 Hours | 50% |
| Supplementary Assessment | Coursework report of 2500 words. A student must (re)submit any element of assessed work previously failed | 50% |
On completion of this module, students should be able to:
* Demonstrate an understanding of the roles and dynamics required for a management team to be effective.
* Perform effectively as part of a management team in developing a marketing strategy in a competitive environment.
* Discuss the meaning of 'strategic' marketing.
* Demonstrate understanding of the types of marketing strategies (competitive market positions).
* Analyse customer segments.
* Analyse competitors.
* Analyse organizational strengths and weaknesses.
* Evaluate customer segments.
* Evaluate competitors.
* Evaluate organizational strengths and weaknesses.
* Synthesise analyses and evaluations of customers, competitors and organizational resources to formulate a reasoned marketing strategy.
* Demonstrate understanding of what is needed to implement a marketing strategy effectively.
This module deals with the content, formulation process and implementation of strategy in the functional area of Marketing.
| Skills Type | Skills details |
|---|---|
| Application of Number | In the Marketing Game, students will use numerical data as inputs into customer and competitor analysis. |
| Communication | Working as part of a team in the Marketing Strategy Game, students will express, persuade and negotiate their views on the appropriate content of marketing strategy. In a written piece of coursework and in a written exam they will communicate their knowledge and understanding of marketing strategy. |
| Improving own Learning and Performance | Working as part of a team in the Marketing Strategy Game, students will learn experientially how to perform as part of a management team. |
| Information Technology | Students will use word-processing packages, e-mail and the Internet. |
| Personal Development and Career planning | This module will allow students to demonstrate their knowledge, understanding and ability to perform in a management team. |
| Problem solving | Students solve the problems inherent in developing a marketing strategy in the Marketing Game. |
| Research skills | Students do customer and competitor research as part of the Marketing Strategy Game. |
| Subject Specific Skills | Students develop their knowledge and understanding of the content, formulation process and implementation of strategy in the functional area of Marketing. |
| Team work | Students will learn to which management team roles they are most suited, can adapt or should avoid. They will learn to observe and respond to the dynamics of team decision-making. |
This module is at CQFW Level 6