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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

The content will include an introduction to marketing strategy and management, concepts and practices in relation to among others relationship and entrepreneurial marketing, the various strategic options available to marketers and the auditing tools used by them in analysing their competitive positioning and marketing environment.

Assessment Criteria


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.


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.


A- to A+ (70%+): Outstanding Performance. 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+

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. Analyze and evaluate strategic marketing concepts, models and processes to case-study organisations.

  2. Evaluate professional/commercial and academic literature.

  3. Examine the nature of marketing strategy in contemporary and changing organisational environments.

  4. Demonstrate an understanding of the analytical and evaluative approach to competitor analysis.

Assessment Methods

Type Name Description Weight
CASE STUDY Group case-study Presentation

In a group, you are asked to research your chosen case-study company, and to critically evaluate and formulate a marketing strategy for that company. WebPA is implemented to self and peer assess contribution.

EXAM Exam 1.5 hours

Section A: multiple choice questions, Section B: a choice of essay question(s).


Teaching and Learning Strategy


One 2-hour lecture per week for 10 weeks.

Private study

80 hrs study required outside formal timetabled session.


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.

Courses including this module

Compulsory in courses:

Optional in courses: