Module ASB-4006:
Marketing Strategy

Module Facts

Run by Bangor Business School

15 Credits or 7.5 ECTS Credits

Semester 1

Organiser: Mr Stephen Jones

Overall aims and purpose

To introduce the "fundamentals" of marketing, by illustrating strategies in a wide range of situations, and covering the various schools of thought in marketing, together with relevant analytical models and management practices.

Course content

The module commences with a review of the philosophy and process of marketing, including service operations, before considering the challenges of planning in the marketing environment. Planning requires market research to understand the consumer, and needs to reflect the behaviour of organisations as buyers and suppliers. The overall objective of marketing strategy is to create value for all customers, through managing competition and managing products. This requires not only communicating value for customers, and versus competitors, but also the implementation of an integrated marketing strategy which recognises current & future threats and opportunities (Internet, International and Integrity).

Assessment Criteria

good

B- to B+ (60-69%) Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.

excellent

A- to A* (70% +)An outstanding performance, exceptionally able. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.

threshold

C- to C+ (50-59%)No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.

Learning outcomes

  1. Demonstrate basic understanding, critical awareness and knowledge of concepts of marketing.

  2. Appreciate the wide-ranging applications in which marketing applies and the adjustments required.

  3. Aanalyse specific situations and propose appropriate marketing strategies.

  4. Evaluate the challenges of implementing effective strategies.

Assessment Methods

Type Name Description Weight
EXAM Examination

Unseen 2 hour examination with essay style questions. Two questions from a choice of five.

 100

Teaching and Learning Strategy

Hours
Study group

Discussion Boards typically accompany case studies introduced in the module. Students reflect & contribute their own view of the particular issue/topic in the DB. Participation in DBs is intended to enhance student confidence in applying concepts to situations.

 6
Lecture

One 3-hour lecture per week.

 30
Private study 114

Transferable skills

  • Literacy - Proficiency in reading and writing through a variety of media
  • Computer Literacy - Proficiency in using a varied range of computer software
  • Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
  • Exploring - Able to investigate, research and consider alternatives
  • Information retrieval - Able to access different and multiple sources of information
  • Inter-personal - Able to question, actively listen, examine given answers and interact sensitevely with others
  • Critical analysis & Problem Solving - Able to deconstruct and analyse problems or complex situations. To find solutions to problems through analyses and exploration of all possibilities using appropriate methods, rescources and creativity.
  • Presentation - Able to clearly present information and explanations to an audience. Through the written or oral mode of communication accurately and concisely.
  • Teamwork - Able to constructively cooperate with others on a common task, and/or be part of a day-to-day working team
  • Mentoring - Able to support, help, guide, inspire and/or coach others
  • Management - Able to utilise, coordinate and control resources (human, physical and/or financial)
  • Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting
  • Self-awareness & Reflectivity - Having an awareness of your own strengths, weaknesses, aims and objectives. Able to regularly review, evaluate and reflect upon the performance of yourself and others
  • Leadership - Able to lead and manage, develop action plans and objectives, offer guidance and direction to others, and cope with the related pressures such authority can result in

Subject specific skills

  • People management: to include communications, team building, leadership and motivating others.
  • Problem solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.
  • Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.
  • Commercial acumen: based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty.
  • Innovation, creativity and enterprise: the ability to act entrepreneurially to generate, develop and communicate ideas, manage and exploit intellectual property, gain support, and deliver successful outcomes.
  • Networking: an awareness of the interpersonal skills of effective listening, negotiating, persuasion and presentation and their use in generating business contacts.
  • Ability to work collaboratively both internally and with external customers and an awareness of mutual interdependence.
  • Ability to work with people from a range of cultures.
  • Articulating and effectively explaining information.
  • Building and maintaining relationships.
  • Communication and listening including the ability to produce clear, structured business communications in a variety of media.
  • Emotional intelligence and empathy.
  • Conceptual and critical thinking, analysis, synthesis and evaluation.
  • Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.
  • Self reflection: self-analysis and an awareness/sensitivity to diversity in terms of people and cultures. This includes a continuing appetite for development.

Courses including this module

Compulsory in courses:

Optional in courses: