Module code: MANM583

Module Overview

This module is designed to provide MSc students with a rigorous theoretical framework for analysing and understanding Marketing in national and international contexts. Integrating theoretical concepts and models with practical application, students explore the contribution that Marketing can make to successful businesses and multi-national enterprises (MNEs). Theory and case studies from the UK and across the globe are used to analyse environmental conditions, marketing competition, consumer behaviour, marketing strategy, marketing planning, tactics and operations, and the growing influence of technology.

Module provider

SOL - Surrey Business School

Module Leader

SAJJAD Farhana (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

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

Overall student workload

Independent Learning Hours: 100

Seminar Hours: 6

Guided Learning: 38

Captured Content: 6

Module Availability

Semester 1

Prerequisites / Co-requisites


Module content

Indicative content includes:
¿ Marketing Environment
¿ Consumer Behaviour
¿ Segmentation, Targeting and Positioning
¿ Marketing tactics and channels
¿ Relationship Marketing
¿ Marketing Research

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework Individual Presentation 100

Alternative Assessment


Assessment Strategy

The assignment is an individual presentation where students are required to conduct a situational analysis of a real-world brand based on secondary research and insights analysis. You should only submit the analysis of marketing strategies of the chosen brand in PowerPoint slides. There is no oral exam or presentation. So instead of putting results of your marketing strategy analysis in a Word document, you put your findings in PowerPoint slides (or similar format). General feedback on coursework performance will be available via our online learning platform.

The assessment is designed to demonstrate:

¿ a wide range of 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 define complex marketing problems and make suitable recommendations.

Formative assessment and feedback
Prior to the assignment, seminar time will be spent discussing the assessments and feedback process. Ongoing feedback will be provided through the module space and seminars. Students will be given indications of achievement in relation to the assessment criteria published with the brief in week one.

Module aims

  • To examine Marketing strategies employed by businesses in national and international contexts.
  • To develop an understanding of the key theoretical concepts of Marketing.
  • To apply Marketing concepts to real business cases.

Learning outcomes

Attributes Developed
001 Appreciate the scope and character of marketing in today's dynamic markets. K
002 Synthesise knowledge of marketing strategy, marketing operations and tactics and apply concepts to national/ international case studies. CKP
003 Accurately identify and apply relevant marketing related theories within different contexts. CKP
004 Apply decision-making skills related to marketing. PT
005 Demonstrate the ability to formulate and present a concise, insightful analysis which exposes issues logically and coherently. KPT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The teaching and learning strategy is designed to provide a framework of theoretical marketing concepts supported by real world examples. Students will be provided with a range of delivery methods to facilitate their learning and also to address various levels within the cohort. The seminars will be based on Marketing cases studies and will give students practical understanding of current issues.
The learning and teaching methods include three sections as follow:

¿ Seminars: You will be prepared and guided to use relevant notions and frameworks and write your assignment in the seminars.
¿ Guided Learning: You will be guided on what to study and how to get the best materials.
¿ Independent Study: As a master student, you are expected to take charge of your own learning.

Teaching notes and additional material will be made available on our learning platform and regular exercises will be set to test students¿ understanding on an on-going basis.

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
Upon accessing the reading list, please search for the module using the module code: MANM583

Other information

Employability ¿ The module is designed to provide students with a working knowledge of practices and approaches which can be transferable to professional settings. Students are equipped with theoretical and practical problem-solving skills, and transferable competencies that allow them to analyse and explain marketing cases. Global and Cultural Capabilities ¿ Students will have an opportunity to interact with others while working on the group project and will therefore benefit from the cultural diversities of the student body. Resourcefulness and Resilience ¿ Students will be offered both in-class and written feedback (for assessed components) designed to develop and enhance their analytical, communication, team-work and problem-solving skills, which would make them more adaptable in the workplace. Moreover, students in their team works and during seminars will be sharing practices and experience, providing support and empathy, and supporting each other practically. Through these approaches, students can develop their own resourcefulness and build their own confidence and self-efficacy.

Programmes this module appears in

Programme Semester Classification Qualifying conditions
International Business Management (Online) MSc 1 Compulsory A weighted aggregate mark of 50% is required to pass the module

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 2025/6 academic year.