MN50703: Strategic marketing
[Page last updated: 05 August 2021]
| Academic Year: | 2021/2 |
| Owning Department/School: | School of Management |
| Credits: | 6 [equivalent to 12 CATS credits] |
| Notional Study Hours: | 120 |
| Level: | Masters UG & PG (FHEQ level 7) |
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| Assessment Summary: | CW 100% |
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| Description: | Aims: This unit develops an understanding of the fundamental concepts, theories and applications needed to succeed in marketing. Integrated experiential learning is an important part of this unit, which introduces marketing terms, principles, concepts, and strategies, on- and off-line. These concepts will be applied to real-world situations and take a critical, analytical stance on students' own experiences. Learning Outcomes: By the end of the unit, students will: * show a thorough knowledge of the main theories of Marketing. * be able to apply relevant current theory in Marketing to practical and complex situations. * apply their broad knowledge and understanding of the interactions between external environmental factors and managerial thinking and acting in marketing in an international context. * demonstrate critical ability in the processes of marketing decision-making. Skills: Knowledge and understanding * An appreciation of the concepts, frameworks and activities that comprise strategic marketing and its role as a management function and organisational philosophy. Skills * the ability to critically analyse specific situations using appropriate theoretical models, allied to pragmatic, well-reasoned judgements; * the facility to apply and integrate subject-specific knowledge, informed by academic research, into a range of complex situations; * operate effectively within teams as well as independently , assuming leadership roles where appropriate; * apply practical decision-making methods and tools at both tactical and strategic levels; * be self-directed and able to act autonomously in planning and implementing projects at professional levels; * an ability to reflect on their earlier learning and practice, so as to integrate new knowledge with past experience and effectively apply it to new situations; * an ability to develop a holistic perspective on an organisation and an understanding of how the different functions relate to one another. Content: The unit content will cover aspects of marketing's environment and ecosystems, consumer behaviour, business to business and services buying behaviour, marketing research and intelligence, market segmentation and positioning strategy, products lifecycles and new product development, brand strategy, marketing communications, and the impact of digital. |
| Programme availability: |
MN50703 is Compulsory on the following programmes:School of Management
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