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Module BIC-0027:
Business Strategy & Marketing

Module Facts

Run by Marketing: Bangor International College

20 Credits or 10 ECTS Credits

Semester 1 & 2


Overall aims and purpose

An aim of this module is to provide an understanding of key concepts, recent developments and issues within the strategy of business organisations with an emphasis on a critically evaluative approach to application. Students are also introduced to the theories and concepts of marketing as a business function and will relate theory to practice in terms of setting a company’s marketing objectives, formulating and implementing a marketing strategy, sales and promotional activities, market research and the impact of technology on marketing activities.

Course content

Concept and development, including a brief history of business strategy, the distinction between corporate and business strategy, design versus process, corporate strategy, scope of the firm, vertical integration Analysis of business environment, including industry profitability, the five forces and their uses, external sources of competitive advantage Analysis of resources and capabilities, including their nature and use in determination of strategy, the growing role of knowledge management Organisational structure, including organisational design, structural forms and strategic development and management systems Competitive advantage, including Porter’s generic strategy approach, cost advantage, differentiation, the value chain Marketing function in business, its place in a company’s organisational structure, main theories, models and concepts Importance of marketing strategy and the roles played in its implementation by related activities such as the provision of promotional materials in various media, the sales network and its activities Global marketing strategy, including analysing the international competitive environment, location of production, entering markets with cultural awareness and regard to local sensitivities Market research, customer behaviour and the impact of technological change an in particular the growing importance of social media

Assessment Criteria


Student has performed sufficiently well in demonstrating a basic knowledge and understanding of a number of topics studied to have achieved the lowest level of pass grades.


Student has engaged consistently with all the topics of the module and so demonstrated a high level of suitability for the next phase of the master’s programme


Student has scored well in many of the topics studied and achieved the progression grade, and so demonstrated a clear suitability for the next phase of the master’s programme

Learning outcomes

  1. 2) Demonstrate an understanding of key concepts and be able to refer to latest developments in the field

  2. 4) Explain the differences between marketing and sales and illustrate ways in which the two relate to each other

  3. 6) Show an understanding of how strategic planning (or a lack of it) impacts on businesses using case studies demonstrating the range and effectiveness of marketing strategies drawn from real business situations

  4. 1) Demonstrate an understanding of the importance of strategic thinking and planning within businesses

  5. 7) Demonstrate confidence in the use texts, journals and related materials and adopt a critically evaluative approach to materials and scenarios studied

  6. 3) Demonstrate an understanding of marketing theories, models and concepts, relating these to the marketing function within an international business environment

  7. 5) Assess the impact of technological change on marketing approaches and activities

Assessment Methods

Type Name Description Weight
presentation 20
case study/report 40
final exam 40

Teaching and Learning Strategy

Practical classes and workshops 120
Private study 80

Transferable skills

  • Literacy - Proficiency in reading and writing through a variety of media
  • 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
  • Presentation - Able to clearly present information and explanations to an audience. Through the written or oral mode of communication accurately and concisely.
  • Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting

Subject specific skills

  • Demonstrate numeracy skills required as a basis for further studies in Economics, Financial Accounting and Management
  • Demonstrate an understanding and ability to analyse economic issues on a local and international scale
  • Accurately apply business models to show an understanding of efficiency and external pressures to an organisation
  • Demonstrate an understanding of the business environment, legal processes and systems


Resource implications for students

Students will be required to purchase the core textbook

Reading list

Core Johnson G. and Scholes (2004) Exploring corporate strategy, 7th edition FT Prentice Hall

Supplementary Masterson, R. and Pickton, D. (2014) Marketing: An Introduction (3rd edition) Sage Publications: London Puccio, G.J., Mance, M. and Murdock, M.C. (2011) Creative Leadership 2nd edition Sage Volberda, H. et al (2011) Strategic Management: Competitiveness and Globalization Cenage

Courses including this module