Marketing Strategy

BMAN31302 Marketing Strategy 20 Semester 2 Undergraduate Level 3 Matti Jaakkola Unit coordinator Alliance Manchester Business School 1 FHEQ level (Framework for Higher Education Qualifications) ' Last part of a Bachelors ' European Credit Transfer & Accumulation System Rating : 10.0 This unit provides a comprehensive overview of key concepts and theoretical perspectives on marketing strategy. It is also practical in that students get to apply the concepts and theoretical perspectives in a realistic business simulation environment. They learn to analyse and interpret different types of data to assess and understand how marketing strategy contributes to organisational performance.    This unit provides a comprehensive overview of key concepts and theoretical perspectives on marketing strategy. It is also practical in that students get to apply the concepts and theoretical perspectives in a realistic business simulation environment. They learn to analyse and interpret different types of data to assess and understand how marketing strategy contributes to organisational performance.    The unit aims to:• To provide a comprehensive understanding of the key concepts and theoretical perspectives regarding marketing strategy• To apply key concepts and theoretical perspectives of marketing strategy within increasingly data and analytics-driven contemporary business environments• To assess how marketing strategy contributes to organisational performance.    <div class="WACEditing EditMode EditingSurfaceBody FireFox WACViewPanel_DisableLegacyKeyCodeAndCharCode usehover" style="direction:ltr;overflow:hidden;visibility:visible;" id="WACViewPanel_ClipboardElement" contenteditable="false" spellcheck="false" tabindex="0"><div class="OutlineElement Ltr SCXW200910084 BCX2" style="direction:ltr;"><p class="Paragraph SCXW200910084 BCX2" style="background-color:transparent;color:windowtext;font-style:normal;font-weight:normal;margin:0px;padding-left:0px;padding-right:0px;text-align:left;text-indent:0px;vertical-align:baseline;" paraid="1087011151" paraeid="{9ff4e6f2-6543-41b5-8b9d-f3113e7a0970}{148}"><span class="TextRun SCXW200910084 BCX2 NormalTextRun" style="font-family:"Microsoft Sans Serif", "Microsoft Sans Serif_EmbeddedFont", "Microsoft Sans Serif_MSFontService", sans-serif;font-size:10pt;line-height:17.2667px;" data-contrast="none" xml:lang="EN-GB" lang="EN-GB">Students should be able to: </div></div> Understand the underlying concepts and theoretical perspectives of marketing strategyExplain the scope and role of strategic marketing decisions in organisationsIdentify and assess the means of securing a competitive advantage via strategic marketing decisions  Evaluate marketing strategies of organizations and assess how they contribute to organisational performanceDescribe and assess the range of marketing strategies available to organisations  Synthesise and analyse data and information  Make recommendations, where appropriate, on alternative marketing strategies available to organisationsLearn key analytical skills needed to do with marketing strategy development and implementationApply relevant theories and models to real-world business situations  Work effectively as a part of a teamEnhance their information retrieval skills  Enhance their written communication skills   Analytical skills The course helps students to learn key analytical skills needed in professions to do with marketing strategy development and implementation. The students will also become more competent in applying relevant theories and models to real-world business situations. They will also practice useful skills of critical analysis, analytical assessment and synthesis, which all help the students' ability to research real-world/realistic business scenarios, analyse them and develop/implement effective alternative marketing strategies. Syllabus (indicative curriculum content):• Scope and role of marketing strategy  • Role of data and analytics in marketing decision-making  • Different types of strategy  • Developing and sustaining competitive advantage  • Key marketing-based sources of sustainable competitive advantage  • Marketing strategy implementation and key metrics• Contemporary topics in marketing strategy  Methods of delivery: Lectures/seminars Lecture hours: 22 [11 Weeks x 2 hours] Seminar hours:  8 (8 Weeks x 1 hour) Private study: 170 hoursTotal study hours: 200 hours  0 Other 50% 1 Written exam 50% Assessment methodsSummative Assessment: Group assignment mid semester (50% of final mark)Individual exam (50% of final mark) Penalty and Plagiarism: See separate document on BlackboardRe-sits: As this is a final year course there will be no re-sits Marking process- a fair, rigorous and transparent marking process for all summative work will be followed and grade descriptors for the exam will be made available separately on Blackboard. A sample of individual assignments and exam papers will be both internally and externally moderated.    Ongoing formative feedback will be provided to students in lectures and seminars. Generic exam feedback will be posted on the Blackboard immediately after the Exam Board. Students will be asked to complete the online course evaluation questionnaire at the end of the semester.  BMAN24281 Marketing Management in a Digital Age Pre-Requisite Compulsory BMAN24352 Marketing Communications in the Digital Age Pre-Requisite Compulsory BMAN24352 OR BMAN24281 is a Pre-Requisite of BMAN 31302 Only available to students on: Mgt/Mgt Specialism; IMABS; IM and ITMB/ITMB Marketing Specialism.Pre-requisites: BMAN24281 OR BMAN24352Pre-requisite course unit have to be passed by 40% or above at the first attempt unless a higher percentage is indicated within this course outline.   N <div class="WACEditing EditMode EditingSurfaceBody FireFox WACViewPanel_DisableLegacyKeyCodeAndCharCode usehover" style="direction:ltr;overflow:hidden;visibility:visible;" id="WACViewPanel_ClipboardElement" contenteditable="false" spellcheck="false" tabindex="0"><div class="OutlineElement Ltr SCXW261035172 BCX2" style="direction:ltr;"><p class="Paragraph SCXW261035172 BCX2" style="background-color:transparent;color:windowtext;font-style:normal;font-weight:normal;margin:0px 0px 0px 7px;padding-left:0px;padding-right:0px;text-align:left;text-indent:0px;vertical-align:baseline;" paraid="483330105" paraeid="{df0261af-5b90-46a1-b134-494c9b043d9c}{73}"><span class="TextRun SCXW261035172 BCX2 NormalTextRun" style="font-family:Arial, "Arial_EmbeddedFont", "Arial_MSFontService", sans-serif;font-size:11pt;line-height:18px;" data-contrast="none" xml:lang="EN-GB" lang="EN-GB">Robert W. Palmatier, Shrihari Sridhar (20<span class="TrackChangeTextInsertion TrackedChange SCXW261035172 BCX2 TextRun NormalTextRun" style="font-family:Arial, "Arial_EmbeddedFont", "Arial_MSFontService", sans-serif;font-size:11pt;line-height:18px;" data-contrast="none" xml:lang="EN-GB" lang="EN-GB">21<span class="TextRun SCXW261035172 BCX2 NormalTextRun" style="font-family:Arial, "Arial_EmbeddedFont", "Arial_MSFontService", sans-serif;font-size:11pt;line-height:18px;" data-contrast="none" xml:lang="EN-GB" lang="EN-GB">) Marketing strategy: based on first principles and data analytics. <span class="TrackChangeTextInsertion TrackedChange SCXW261035172 BCX2 TextRun NormalTextRun" style="font-family:Arial, "Arial_EmbeddedFont", "Arial_MSFontService", sans-serif;font-size:11pt;line-height:18px;" data-contrast="none" xml:lang="EN-GB" lang="EN-GB">2<span class="TrackChangeTextInsertion TrackedChange SCXW261035172 BCX2 TextRun NormalTextRun Superscript" style="font-family:Arial, "Arial_EmbeddedFont", "Arial_MSFontService", sans-serif;font-size:8.5pt;line-height:18px;" data-contrast="none" xml:lang="EN-GB" lang="EN-GB" data-fontsize="11">nd<span class="TrackChangeTextInsertion TrackedChange SCXW261035172 BCX2 TextRun NormalTextRun" style="font-family:Arial, "Arial_EmbeddedFont", "Arial_MSFontService", sans-serif;font-size:11pt;line-height:18px;" data-contrast="none" xml:lang="EN-GB" lang="EN-GB"> edition. Red Globe Press<span class="TextRun SCXW261035172 BCX2 NormalTextRun" style="font-family:Arial, "Arial_EmbeddedFont", "Arial_MSFontService", sans-serif;font-size:11pt;line-height:18px;" data-contrast="none" xml:lang="EN-GB" lang="EN-GB">.<span class="EOP SCXW261035172 BCX2" style="font-family:Arial, "Arial_EmbeddedFont", "Arial_MSFontService", sans-serif;font-size:11pt;line-height:18px;" data-ccp-props="{"134245417":false,"201341983":0,"335559685":114,"335559739":0,"335559740":240}"> </div><div class="OutlineElement Ltr SCXW261035172 BCX2" style="direction:ltr;"><p class="Paragraph SCXW261035172 BCX2" style="background-color:transparent;color:windowtext;font-style:normal;font-weight:normal;margin:0px 0px 0px 7px;padding-left:0px;padding-right:0px;text-align:left;text-indent:0px;vertical-align:baseline;" paraid="1299915107" paraeid="{df0261af-5b90-46a1-b134-494c9b043d9c}{105}"><span class="EOP SCXW261035172 BCX2" style="font-family:Arial, "Arial_EmbeddedFont", "Arial_MSFontService", sans-serif;font-size:11pt;line-height:18px;" data-ccp-props="{"134245417":false,"201341983":0,"335559685":114,"335559739":0,"335559740":240}"> </div></div> Assessment written exam 2 Lectures 22 Seminars 8 0 168 Programme Restrictions: Open to students taking the BSc in Management/Management (Specialism), BSc International Management, BSc ITMB, and joint programmes whose degree programme permits or requires this module to be taken.