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Module ASB-3103:
Marketing Strategy & Man.

Module Facts

Run by Bangor Business School

10 Credits or 5 ECTS Credits

Semester 1

Organiser: Dr Sonya Hanna

Overall aims and purpose

To advance knowledge of strategic marketing concepts and models, and facilitate the development of a critical and evaluative approach to marketing analysis. To provide a vehicle for analysis of the nature of marketing and to evaluate the role of marketing in contemporary organisational environments.

Course content

Introduction and course organisation; Relationship Marketing; Entrepreneurial Marketing; Branding; Creating a Marketing Strategy; Marketing Audit and Tools 1 & 2; Formulating Marketing Strategies; Choosing a Case Study/Small Group Formation; Case study preparation and presentation.

Assessment Criteria

threshold

Satisfactory Standard (D- to D+ / 40 - 49%) 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.

good

High Standard (B- to B+ / 60-69%) Very good performance. Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.

excellent

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.

C- to C+

Average Standard (C- to C+ / 50 - 59 %) 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.

Learning outcomes

  1. Demonstrate an analytical and evaluative approach to marketing analysis.

  2. Apply strategic marketing concepts, models and processes to case study organisations.

  3. Understand and critically evaluate the professional and academic journal literature.

  4. Demonstrate an understanding of the nature of marketing and marketing strategy in contemporary and changing organisational environments.

Assessment Methods

Type Name Description Weight
CASE STUDY Group Case-Study Presentation

For an existing brand/corporation, to analyze and discuss the implementation of its marketing strategy with reference to specific marketing strategy and management concepts/theories (as outlined in the assignment detail).

 40
EXAM Exam S1 2hrs

2 hour exam consisting of 4/5 questions, the students will be required to answer 2 questions.

60

Teaching and Learning Strategy

Hours
Lecture

One 2-hour lecture per week.

 20
Tutorial

One 2hr or two 1hr tutorial per semester.

  
Private study 80

Transferable skills

  • 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
  • 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

Subject specific skills

  • Ability to work with people from a range of cultures.
  • Building and maintaining relationships.
  • Communication and listening including the ability to produce clear, structured business communications in a variety of media.
  • 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.

Pre- and Co-requisite Modules

Courses including this module

Compulsory in courses:

Optional in courses: