Module Information

Module Identifier
Module Title
Marketing and Strategy for Managers
Academic Year
Semester 1
Other Staff

Course Delivery

Delivery Type Delivery length / details
Seminar 10 x 2 Hour Seminars
Lecture 11 x 2 Hour Lectures
Workshop 5 x 2 Hour Workshops


Assessment Type Assessment length / details Proportion
Semester Assessment 1 Hours   1 Hour Class Test  20%
Semester Assessment 20 Minute Assessed Presentation  20%
Semester Exam 3 Hours   Examination  60%
Supplementary Assessment 1 Hour Class Test  20%
Supplementary Assessment 20 Minute Assessed Presentation  20%
Supplementary Exam 3 Hours   Examination  60%

Learning Outcomes

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

Understand how to conduct a strategic analysis of the organization to achieve ‘fit’ between factors in the external environment and competencies and resources possessed by the organization;

To use strategic analysis to formulate strategic options for firms and to understand methods of implementation and the implications of strategic change;

To apply strategic management concepts, tools and models to practical case study examples and to formulate a strategic plan and to defend their own strategic plan;

To understand the basic functions of marketing in organizations and be able to apply central marketing concepts to practical situations;

To understand the role of marketing management in organizations, the tasks undertaken and be able to apply them to practical examples;

To develop presentation and team working skills


The aim of this module is to provide students with an in-depth understanding of current marketing and strategic thinking though conceptual framing and application of concepts to practical examples

Brief description

This module is designed to develop and augment the knowledge and understanding of management through marketing and strategy. It will consist of a series of sessions that focus on both marketing and strategy in-depth combining theoretical explanation and the use of contemporary case studies to which theory can be applied to practical examples


1. Module Introduction and What is Strategy?
2. Analyzing the Internal and External Strategic Environment
3. Strategic Positioning & Purpose
4. Strategic Choice & Strategy Selection and Development
5. Strategic Change
6. What is Marketing and Market Orientation
7. Understanding Consumers
8. Marketing Management
9. Marketing Communication
10. Review and Revision

Module Skills

Skills Type Skills details
Application of Number Analysis of company reports and other numerical data
Communication Develop communications skills including discussion and listening skills. Improve literacy skills by reading and writing about management.
Improving own Learning and Performance Devise and apply realistic self-learning strategies, review and monitor overall performance, be aware of time management techniques
Information Technology Use a range of commonly used software packages. Present information and data. Use email /internet appropriately and effectively
Personal Development and Career planning Students will be able to use the skills learnt in this module to enhance their career opportunities. They will also be aware of the importance of organizing and managing sources of knowledge.
Problem solving Identify problems. Identify factors which might influence potential solutions. Develop creative thinking approaches to problem solving. Evaluate advantages and disadvantages of potential solutions. Construct a rational proposal in response to problem
Research skills Carry out research into current marketing and strategic thinking. Identify relevant source material and journal articles for assignments.
Subject Specific Skills Students will be aware of the importance of organizing and managing sources of knowledge and keeping up to date with the latest developments in management.
Team work Understand the concept of group dynamics, contribute effectively and participate in group discussions and group presentation


This module is at CQFW Level 7