Gwybodaeth Modiwlau

Module Identifier
ABM2420
Module Title
Strategic Marketing Management
Academic Year
2022/2023
Co-ordinator
Semester
Semester 2
Reading List
Other Staff

Course Delivery

 

Assessment

Assessment Type Assessment length / details Proportion
Semester Assessment Report with group presentation  ​(1500 word report, 20 min Presentation)  20%
Semester Assessment Report/Case Study  (4,000 words)  80%
Supplementary Assessment Report/Case Study  (4,000 words)  80%
Supplementary Assessment Report  (​2,000 words)  20%

Learning Outcomes

On successful completion of this module students should be able to:

​​1. Critically evaluate the role of marketing in organizations and society, and explain the relevance to marketing strategy of the theory of value creation.

2. Identify and critically evaluate mechanisms of communicating and delivering value in markets.

3. Articulate and critically evaluate strategies for marketing management in competitive consumer and business markets.

4. Explain the rationale for marketing decisions relevant to partnerships, relationships, value chains and networks.

5. Critically evaluate the contribution of e-marketing and online resources to an organization’s marketing strategy.​​

Brief description

This module deals with identifying, entering and developing markets. The module provides a thorough grounding in the theories, concepts and techniques of marketing, by examining strategic marketing concepts and models. A general management approach is used to identify relationships and market orientation as key premises for business management. The module evaluates the role of marketing in contemporary organizational environments.

Content

1. Modern marketing management
2. Marketing planning and strategy, marketing research and insights
3. Customer connection in business and consumer markets
4. Branding and competitive dynamics
5. Creating value
6. Pricing value
7. Delivering value
8. Communicating value
9. Holistic marketing and society
10. Marketing expansion

Module Skills

Skills Type Skills details
Application of Number N/A
Communication Oral communication will be developed through class participation and group work. Written communication will be developed through case preparation, assessment preparation, note taking and information based dialogue.
Improving own Learning and Performance The students are required to adapt their strategies and approaches to providing a strategic solution to the identified problem or issue and to show strong leadership skills to provide an effective solution to the issues identified.
Information Technology Students are expected to use a range of MS Office packages and deliver the report results using spreadsheets or other electronic analysis tools. Maintain links with supervisors via email and VLE.
Personal Development and Career planning Marketing strategy undertaken on real world problems with solution requiring realistic responses. Students must show critical reflective skills and adapt and improve solutions and the quality of the reports on an ongoing basis.
Problem solving Identification of business issues related to marks and marketing functions. Identification of the relevant information for decisions and formulation of decisions.
Research skills The module demands the participants to apply strategic skills to reason and understand the challenging nature of the marketing functions and their management. By introducing a variety of theoretical as well as empirical topics, the module enables students to develop creative thinking approaches to marketing problem solving. These skills will have to be applied in seminar discussions, preparation of the coursework and timed assessment.
Subject Specific Skills Must show executive level leadership and management skills in the execution of the financial analysis reports.
Team work Students will need to show their ability to work as a team especially in the early stages of the project and in providing a solution to the issues highlighted.

Notes

This module is at CQFW Level 7