BE880-7-PT-CA:
Strategic Marketing
2020/21
Essex Business School
Colchester Campus & Apprenticeship Location
Spring Special
Postgraduate: Level 7
Current
Sunday 17 January 2021
Friday 02 July 2021
10
24 February 2021
Requisites for this module
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This module focuses on theoretical concepts and issues of marketing and of marketing strategy and their application for practice by businesses. The module is structured along three key themes: marketing concept and market orientation which provides students with an overview, discussion and analysis of the marketing function and marketing approaches with an aim to strengthen the student's context familiarity; marketing strategy which delineates the purpose of a strategic approach, its key features, types of market entry strategies and their relevance for new ventures and small businesses; marketing planning and control processes which enables students to build an appreciation of decision making processes, specific issues in varied firm contexts and the organisational challenges encounteredin developing a marketing strategy.
The module aims to help students develop a critical awareness of general marketing principles and practices and of the facets of marketing strategy and planning, its role and importance as an element of strategic management, and the implications of marketing strategy and planning for entrepreneurial activity.
Learning OutcomesOn successful completion of the module, students will be able to:
•Develop anunderstanding of marketing strategy and planning;
•Acquire in-depth understanding of the marketing strategy formulation process, market selection and market entry modes;
•Learn to differentiate between the marketing approaches of large and medium sized firms (SMEs);
•Learn to use a range of frameworks for strategic analysis leading towards the development of a marketing strategy;
•Apply techniques, models and frameworks to marketing strategy plans for different types of businesses.
Skills for Your Professional Life (Transferable Skills)
•Interpersonal skills including self-management and team-work •Written communications skills
•IT skills
•Experience of the work environment
•Commercial/business awareness
•Numeracy skills
•Presentation skills
“Underpinning all these attributes, the key foundation, must be a positive attitude: a 'can-do'approach, a readiness to take part and contribute, openness to new ideas and a drive to make thesehappen” (CBI, 2011).
Skills for Your Professional Life (Transferable Skills)
* Interpersonal skills including self-management and team-work
* Written communications skills
* IT skills
* Experience of the work environment
* Commercial/business awareness
* Numeracy skills
* Presentation skills
"Underpinning all these attributes, the key foundation, must be a positive attitude: a 'can-do' approach, a readiness to take part and contribute, openness to new ideas and a drive to make these happen" (CBI, 2011).
The theories, models and concepts of the subject area will be introduced, and participants will be required to apply these in order to consolidate learning. A combination of lectures, individual or small group work and plenary discussions will be used. Participants will be encouraged to undertake comparative analyses in order to broaden perspectives.
Class sessions will be devoted to probing, extending and applying the material in the readings and the cases. It is the participants’ responsibility to be prepared for each session as detailed in the course outline. A participant will benefit from belonging to a “study group” that meets and prepares for each session before class. Participants are expected to contribute to class discussions. To do well, they should actively participate in presentations and class discussions, which means making well supported, cogent comments and criticisms about the concepts and analyses that are being presented.
Participants are required:
• To read the appropriate reading materials for each session.
• To prepare any exercises given.
• To join a group for the course work.
• To participate in the preparation of the reports.
• To attend the lectures.
This module does not appear to have any essential texts. To see non-essential items, please refer to the module's reading list.
Assessment items, weightings and deadlines
| Coursework / exam |
Description |
Deadline |
Coursework weighting |
| Coursework |
2,500 word Individual Essay |
|
75% |
| Practical |
Group Presentation |
|
25% |
Additional coursework information
The assessments for the module will follow 100% coursework(s) with two coursework assignments to be submitted with the ratio: 25% - %75 for coursework 1 and coursework 2 respectively.
Exam format definitions
- Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
- In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
- In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
- In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary,
for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.
Your department will provide further guidance before your exams.
Overall assessment
Reassessment
Module supervisor and teaching staff
Dr Neeru Malhotra, email: n.malhotra@essex.ac.uk.
Neeru Malhotra
n.malhotra@essex.ac.uk
No
No
No
Dr Bidit Dey
Brunel University London
Senior Lecturer
Available via Moodle
Of 501 hours, 0 (0%) hours available to students:
501 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).
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