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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

threshold

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

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

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.

40
EXAM Exam 1.5 hours

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

60

Teaching and Learning Strategy

Hours
Lecture

One 2-hour lecture per week for 10 weeks.

20
Private study

80 hrs study required outside formal timetabled session.

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.

Courses including this module

Compulsory in courses:

  • NQ26: BA Astudiaethau Busnes a Chymraeg year 3 (BA/ABCH)
  • 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)
  • R1N1: BA French with Marketing year 4 (BA/FRMKT)
  • 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#)
  • R4N5: BA Spanish with Marketing year 4 (BA/SPMKT)
  • N503: BSc Marketing (Bangor International College) year 3 (BSC/BICMRK)
  • 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)
  • IN00: BSc Computer Information Systems for Business year 3 (BSC/CISB)
  • IN0B: BSc Computer Information Sys for Bus (4 year w Incorp Found) year 3 (BSC/CISB1)
  • N501: BSc Marketing year 3 (BSC/MKT)
  • N50B: BSc Marketing (4 year with Incorporated Foundation) year 3 (BSC/MKT1)
  • M104: LLB Law with Business Studies (International Experience) year 4 (LLB/LIB)

Optional in courses:

  • N322: BA Banking and Finance year 3 (BA/BIF)
  • NN13: BA Business Studies and Finance year 3 (BA/BSF)
  • NN14: BA Business Stud & Finance (with International Experience) year 4 (BA/BSFIE)
  • N107: BA Business year 3 (BA/BUS)
  • NM11: BA Business and Law year 3 (BA/BUSALAW)
  • N1T1: BA Business Studies and Chinese year 4 (BA/BUSCH)
  • NM1B: BA Business and Law (4 year with Incorporated Foundation) year 3 (BA/BUSLAW1)
  • N100: BA Business Studies year 3 (BA/BUSS)
  • 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)
  • N102: BA Business Studies (with International Experience) year 4 (BA/BUSSIE)
  • NR1K: BA Business Studies and Spanish year 4 (BA/BUSSS)
  • R1NC: BA French with Business Studies year 4 (BA/FBS)
  • R2NC: BA German with Business Studies year 4 (BA/GBS)
  • N2N4: BA Management with Accounting year 3 (BA/MAF)
  • R4N1: BA Spanish with Business Studies year 4 (BA/SPBS)
  • 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)
  • N105: BSc Business Studies (Bangor International College) year 3 (BSC/BICBS)
  • N106: BSc Business Stud & Finance (Bangor International College) year 3 (BSC/BICBSF)
  • NN24: BSc Management with Account (Bangor International College) year 3 (BSC/BICMNA)
  • 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)
  • 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)
  • C6N1: BSc Sport Science & Business Management year 3 (BSC/SSB)
  • M1N1: LLB Law with Business Studies year 3 (LLB/LBS)
  • MN1B: LLB Law with Business (4year with Incorporated Foundation) year 3 (LLB/LBS1)

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