MARKETING STRATEGY - 2023/4

Module Overview

This module provides an overview of strategic marketing issues. Strategic marketing includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic situation of an organisation and the formulation, evaluation, and selection of market-oriented strategies and programmes. This module aims to provide a vision for strategic marketing key decision areas, ranging from marketing strategy planning to marketing strategy implementation. To this end, the module will discuss basic concepts and frameworks of strategic marketing planning, competitive marketing analysis, positioning strategies, marketing strategy implementation, and the impact of corporate social responsibility and ethics on competitive market strategies.

The module provides a systematic approach that focuses on real-world applications to enable students to relate and apply theoretical insights to marketing strategy, to improve students’ ability in analysing business cases, brainstorming, and communicating ideas, and to prepare students for the possible pursuit of a career in marketing and/or a master degree in marketing/management.

Module provider

Surrey Business School

Module Leader

SIAMPOS Anastasios (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

Module cap (Maximum number of students): N/A

Module Availability

Semester 2

Prerequisites / Co-requisites

MAN1075 (Marketing Principles) is a pre-requisite for this module

Module content

Indicative contents include:

- Introduction to marketing strategy planning and competitive positioning

- Competitive market analysis, including external and internal environment analysis

- Strategic market segmentation, targeting, and positioning

- Competitive marketing mix strategies

- Competitive relationship marketing strategies

- Ethic and social responsibility in marketing strategy

- Formulation and implementation of marketing strategies

Assessment pattern

Alternative Assessment

Not applicable

Assessment Strategy

The assessment strategy for this module consists of two summative assessments. You should critically analyse specific companies and develop two structured reports. These assessments allow you to go beyond what was learned in class by applying marketing strategy principles and developing creative marketing strategies for real-world companies.

 

- Assessment 1: Coursework – Individual assignment (30%) - Max 1,000 words

- Assessment 2: Coursework – Individual assignment (70%) - Max 2,000 words

 

Alternative Assessment

Students that fail the assessment will have the option to re-sit the coursework regarding a new case study or a company at the next available opportunity. Students who are required to re-sit will be informed following the Exam Board.

 

Feedback

Formative Assessment

A detailed marking scheme is provided for students during their first teaching week together with the assessment details. This allows students to identify what is expected of them. The marking scheme outlines the percentage figures for each assessment component. This is also essential as it allows for consistency in the marking process. Students will receive formative feedback through seminars, Q&A discussion forum in Surrey Learn, and three Q&A and feedback seminars during the semester.

 

Summative Assessment

Detailed feedback will be provided for the individual assignment. The final mark and feedback will be provided using a marketing grid with the Level 6’s five marking criteria with detailed descriptors for each mark point for each of five marking criteria. The grid is detailed and structured to show the breakdown of marks in each band for each criterion. All students will be able to check the detailed marking grid against the marks they scored for each part of the assignment, and see what the higher-level descriptor is for achieving marks above [and below] the marks they were awarded.

Module aims

• Provide students with knowledge of fundamental concepts and frameworks widely used in the marketing strategy.
• Enable students (as future managers) to apply marketing strategy principles that help businesses stay competitive and growth across different contexts.
• Critically analyse business challenges for a typical company and make strategic marketing decisions to create and sustain competitive advantage.

Learning outcomes

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 principles. The module provides a systematic approach that focuses on real-world applications to enable students to relate and apply theoretical insights to marketing strategy and improve students’ ability in analysing business cases.

 

On-demand Captured Lectures. There will be 11 weeks of on-demand captured lectures. In each week, the basic concepts and theories of the textbook will be introduced, in addition to the materials that go beyond the textbook and are relevant to the module’s assessments.

 

Face-to-Face Lectures. There will be one-hour face-to-face lecture each week to complement on-demand captured lectures focusing on the application of strategic marketing principles. Development of subject-specific and cognitive skills are introduced in lectures and further developed through suggested reading and consolidated using case study material and other examples. In this module, theory and practice go together.

 

Fact-to-Face Seminars. There will be one-hour seminar each week following the lecture. Seminars intend to ensure a comprehensive understanding of the topic area and to make sure that you can apply learned concepts to practice. To achieve this goal, a mixture of case studies and exercises will be used. Preparation and active participation in seminars will be expected.

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.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MAN3106

Programmes this module appears in

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 2023/4 academic year.