MARKETING STRATEGY - 2021/2
Module code: MAN3106
In light of the Covid-19 pandemic, and in a departure from previous academic years and previously published information, the University has had to change the delivery (and in some cases the content) of its programmes, together with certain University services and facilities for the academic year 2020/21.
These changes include the implementation of a hybrid teaching approach during 2020/21. Detailed information on all changes is available at: https://www.surrey.ac.uk/coronavirus/course-changes. This webpage sets out information relating to general University changes, and will also direct you to consider additional specific information relating to your chosen programme.
Prior to registering online, you must read this general information and all relevant additional programme specific information. By completing online registration, you acknowledge that you have read such content, and accept all such changes.
This module considers, discusses and evaluates the market orientation concepts and processes necessary for gaining sustainable competitive advantage in the marketplace. Emphasis is placed upon identifying key strategic issues, competitive positioning and strategy formulation. Marketing strategies are examined from a strategic perspective with a particular focus on STP, Branding and Relationship marketing strategies.
Surrey Business School
KHAN Jashim (SII DUFE)
Number of Credits: 15
ECTS Credits: 7.5
Framework: FHEQ Level 6
JACs code: N500
Module cap (Maximum number of students): N/A
Prerequisites / Co-requisites
MAN1075 (Marketing Principles) or a similar module is a pre-requisite for this module
Indicative content includes:
- Market-driven strategy and the context of corporate, business and marketing strategy.
- Environmental analysis – External & Internal analysis
- Competitive strategy and strategy formulation
- Strategic market segmentation, targeting and positioning
- Brand management and strategies
- Relationship marketing & strategic CRM
- Strategic marketing planning
- International marketing strategy
|Assessment type||Unit of assessment||Weighting|
|Coursework||INDIVIDUAL ASSIGNMENT (1500 WORDS)||50|
|Examination||2 HOUR EXAM (CLOSED BOOK)||50|
The assessment strategy is designed to provide students with the opportunity to demonstrate
- the ability to define complex marketing problems and to relate to core strategic marketing strategies.
- advanced knowledge and application of marketing theories and concepts
- the ability to investigate marketing strategies and present findings in a logical and coherent manner
- the ability to identify and analyse marketing problems through the use of case studies
Thus, the summative assessment for this module consists of:
- Individual assignment (50%), 1500 words due mid semester;
- Closed book examination (50%) based on a case study provided in advance of the examination. This will be during the exam period.
Formative assessment and feedback
Prior to the assignment and exam, lecture time will be spent discussing the assessments and feedback process. Generic feedback will be given after submission. This will be a general report on the performance of the whole cohort. This will also contain a statistical breakdown of marks so students can place their own performance against that of their cohort. Students will also receive more individual feedback.
On-going feedback will be provided on Surreylearn and verbally in tutorials.
Marks will be returned to students within 3 weeks of submission (excluding bank holidays and university closure days), via Surreylearn. Exam marks may be released later pending ratification at the board of examiners.
- To introduce and exemplify the concept of market-driven strategy development.
- To discuss key success factors and major trends in today's business environment, with a focus on how these elements impact future market planning and strategy execution.
- To enable students to analyse market environments and formulate strategies to address key strategic issues.
- To develop the ability to apply marketing knowledge and skill in a management capacity, through the analysis of case studies.
|1||Synthesise knowledge of marketing strategy and apply concepts to case studies.||K|
|2||Accurately identify and apply relevant theory within different contexts||C|
|3||Critically evaluate various marketing approaches and application of strategy within a specific context||KC|
|4||Identify and analyse marketing problems through the use of case studies||KT|
|5||Understand the use of a Strategic Marketing Plan||KP|
|6||Organise and communicate ideas clearly||PT|
C - Cognitive/analytical
K - Subject knowledge
T - Transferable skills
P - Professional/Practical skills
Overall student workload
Methods of Teaching / Learning
The teaching and learning strategy is designed to build upon the material covered in earlier marketing modules dealing with contemporary issues and providing a synthesis of key strategic marketing concepts.
Teaching, learning and assessment on the module is focused on case study analysis. The use of case studies is central to the module and the teaching and learning methods as well as the assessment methods were chosen with this intention.
The teaching and learning methods include 2 hour lectures x 11 weeks supported by 1 hour seminars x 11 weeks to demonstrate practical application of lecture material. A range of methods will be incorporated including; online resources, case studies, and student-centred active learning. A number of tutorials will be spent covering past exam papers and case studies.
Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.
Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2021/2 academic year.