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
-
Demonstrate an analytical and evaluative approach to marketing analysis.
-
Apply strategic marketing concepts, models and processes to case study organisations.
-
Understand and critically evaluate the professional and academic journal literature.
-
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
Co-requisites:
Co-requisite of:
Courses including this module
Compulsory in courses:
- NQ26: BA Astudiaethau Busnes a Chymraeg year 3 (BA/ABCH)
- NG10: BA Business and Computer Information Systems year 3 (BA/BCIS)
- NN13: BA Business Studies and Finance year 3 (BA/BSF)
- NN14: BA Business Stud & Finance (with International Experience) year 4 (BA/BSFIE)
- N1R1: BA Bus Stud with French year 3 (BA/BSFR)
- N1R2: BA Business Studies with German year 3 (BA/BSGER)
- N1R3: BA Business Studies with Italian year 3 (BA/BSIT)
- NN15: BA Business Studies and Marketing year 3 (BA/BSM)
- 8N60: BA Business Studies and Marketing (with International Exp) year 4 (BA/BSMIE)
- N1R4: BA Business Studies with Spanish year 3 (BA/BSSP)
- N100: BA Business Studies year 3 (BA/BUSS)
- N102: BA Business Studies (with International Experience) year 4 (BA/BUSSIE)
- R1NC: BA French with Business Studies year 4 (BA/FBS)
- R1N1: BA French with Marketing year 4 (BA/FRMKT)
- R2NC: BA German with Business Studies year 4 (BA/GBS)
- R2N1: BA German with Marketing year 4 (BA/GERMKT)
- N500: BA Marketing year 3 (BA/MK)
- N5R3: BA Marketing with Italian year 4 (BA/MKITAL)
- N5R1: BA Marketing with French year 4 (BA/MKTFR)
- NR51: BA Marketing and French (4 year) year 4 (BA/MKTFR#)
- N5R2: BA Marketing with German year 4 (BA/MKTGER)
- NR52: BA Marketing and German (4 year) year 4 (BA/MKTGER4)
- NR53: BA Marketing and Italian (4 year) year 4 (BA/MKTITAL)
- NR54: BA Marketing and Spanish (4 year) year 4 (BA/MKTSP)
- N5R4: BA Marketing with Spanish year 4 (BA/MKTSP#)
- R4N1: BA Spanish with Business Studies year 4 (BA/SPBS)
- R4N5: BA Spanish with Marketing year 4 (BA/SPMKT)
- N105: BSc Business Studies (Bangor International College) year 3 (BSC/BICBS)
- N106: BSc Business Stud & Finance (Bangor International College) year 3 (BSC/BICBSF)
- N503: BSc Marketing (Bangor International College) year 3 (BSC/BICMRK)
- N101: BSc Business Studies year 3 (BSC/BS)
- N10B: BSc Business Studies (4 year with Incorporated Foundation) year 3 (BSC/BS1)
- NN1H: BSc Business Studies and Finance year 3 (BSC/BSFIN)
- NN1J: BSc Business Studies and Finance (4 year with Incorp Found) year 3 (BSC/BSFIN1)
- NNM1: BSc Business Studies & Marketing with Intl Experience year 4 (BSC/BSMIE)
- NN1M: BSc Business Studies and Marketing year 3 (BSC/BSMKT)
- NN1K: BSc Business Studies & Marketing (4 year with Incorp Found) year 3 (BSC/BSMKT1)
- N501: BSc Marketing year 3 (BSC/MKT)
- N50B: BSc Marketing (4 year with Incorporated Foundation) year 3 (BSC/MKT1)
- M1N1: LLB Law with Business Studies year 3 (LLB/LBS)
- MN1B: LLB Law with Business (4year with Incorporated Foundation) year 3 (LLB/LBS1)
Optional in courses:
- N322: BA Banking and Finance year 3 (BA/BIF)
- NM11: BA Business and Law year 3 (BA/BUSALAW)
- N1T1: BA Business Studies and Chinese year 4 (BA/BUSCH)
- NR1C: BA Business Studies/French year 4 (BA/BUSSF)
- NR1F: BA Business Studies and German year 4 (BA/BUSSG)
- NR1H: BA Business Studies and Italian year 4 (BA/BUSSI)
- NR1K: BA Business Studies and Spanish year 4 (BA/BUSSS)
- N2N4: BA Management with Accounting year 3 (BA/MAF)
- L190: BSc Business Economics year 3 (BSC/BEC)
- L19B: BSc Business Economics (4 year with Incorporated Foundation) year 3 (BSC/BEC1)
- L191: BSc Business Economics with International Experience year 3 (BSC/BECIE)
- L192: BSc Business Economics (Bangor International College) year 3 (BSC/BICBE)
- NN24: BSc Management with Account (Bangor International College) year 3 (BSC/BICMNA)
- GN41: BSC Computer Science for Business year 3 (BSC/CSFB)
- GN4B: BSc Computer Science for Business (4 year with Incorp Found) year 3 (BSC/CSFB1)
- N2NK: BSc Management with Accounting year 3 (BSC/MWACC)
- N2NL: BSc Management with Accounting (4 year with Incorp Found) year 3 (BSC/MWACC1)
- 2R87: BSc Psychology with Business year 3 (BSC/PWB)
- C82B: BSc Psychology with Business (4yr with Incorp Foundation) year 3 (BSC/PWB1)
- 2R88: BSc Psychology with Business with International Experience year 4 (BSC/PWBIE)