MN52115: Marketing
[Page last updated: 23 October 2023]
| Academic Year: | 2023/24 |
| Owning Department/School: | School of Management |
| Credits: | 5 [equivalent to 10 CATS credits] |
| Notional Study Hours: | 100 |
| Level: | Masters UG & PG (FHEQ level 7) |
| Period: |
- Semester 1
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| Assessment Summary: | CWRI 100% |
| Assessment Detail: |
- Report Individual (CWRI 100%)
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| Supplementary Assessment: |
- Like-for-like reassessment (where allowed by programme regulations)
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| Requisites: |
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| Learning Outcomes: |
On completion of this module, students will be able to:
- Critically evaluate the principles and precepts of strategy and marketing strategy.
- Critically evaluate, and apply strategy and marketing strategy planning concepts and theories.
- Synthesise market, competitor, and customer research to develop a marketing strategy that is implementable.
- Identify and develop implementation, control, and evaluation methods for the marketing strategy.
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| Synopsis: | Learn to develop products and services that provide value to your customers. You will explore the principles, tools, models and concepts to allow you to:
- identify a market
- understand your customers
- develop success factors that align with organisational strategy
You will learn to create a marketing strategy, identify customer segments and develop a clear value proposition. You will also develop a marketing plan to deliver elements of your strategy and controls to monitor the plan.
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| Content: | - Marketing strategy and the strategic planning process.
- Core and competitive, business level and corporate level strategies.
- Role of mission, vision, corporate objectives.
- The marketing and strategy environment, larger (macro) and task environment, change and drivers in the performance (meso) environments.
- Internal analysis (micro) environment.
- Marketing and organisational resources, capabilities, and competencies.
- Portfolio analysis.
- Customer analysis.
- Competitive benchmarking.
- Models of buyer behaviour and factors influencing behaviour.
- Marketing planning, implementation of tactics, control and evaluation.
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| Course availability: |
MN52115 is Compulsory on the following courses:
School of Management
MN52115 is Optional on the following courses:
School of Management
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Notes: - This unit catalogue is applicable for the 2023/24 academic year only. Students continuing their studies into 2024/25 and beyond should not assume that this unit will be available in future years in the format displayed here for 2023/24.
- Courses and units are subject to change in accordance with normal University procedures.
- Availability of units will be subject to constraints such as staff availability, minimum and maximum group sizes, and timetabling factors as well as a student's ability to meet any pre-requisite rules.
- Find out more about these and other important University terms and conditions here.
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