BBM6MSP Marketing Strategy and Planning
In this live-case module you will bring together your prior marketing learning and apply it in order to make sense of an unfamiliar commercial setting and the strategic position of a given brand facing a marketing challenge. You will consider competitive advantage and value creation in the context of a hierarchy of strategies, and working from a brief given by the client, you will act as a marketing consultant to plan and conduct research, and develop and deliver the relevant insight to create an actionable marketing strategy and a plan designed to achieve a winning position.
Aims Of the Module
The aims of the module are:
• To explore the conceptual frameworks that shape current strategic marketing thought.
• To apply that thinking in a commercial context and create an effective marketing plan
1 Knowledge and Understanding
By the end of the course of study students will have acquired knowledge & understanding of:
A1: current strategic concepts, models & frameworks which lead to the identification, creation, delivery and control of value, and hence sustainable competitive advantage
2 Intellectual Skills
By the end of the course of study, students will be able to:
B1: critically evaluate, analyse and synthesise a wide variety of data from disparate sources with little guidance in order to understand the competitive marketing environment surrounding a named brand.
B2: competently select and apply appropriate frameworks to generate and recommend effective customer value creation strategies & plans.
3 Practical Skills
By the end of this course of study, students will be able to:
C1: identify, gather, and analyse the appropriate data to conduct a marketing audit leading to a reasonable & persuasive marketing plan
4 Transferable Skills
By the end of this course of study, students will have developed:
D1: confidence and flexibility in identifying and defining complex problems, and skills in developing and communicating logical recommendations
Assessment Of the Modue
The module is assessed with an individual written coursework at the end of the delivery.
Formative assessment: arriving at a marketing strategy Students will receive continuous formative feedback within seminar and workshop activities, culminating in feedback and feed-forward on a group presentation (Week 10). The four most convincing presentations will be asked to present to the client at a later date.
Formative assessment marking criteria
The aim of this assignment is to deliver your strategic recommendation to the client. You should present insights from your group research summarised in a twenty minute presentation that develops key strategic issues that lead to realistic recommendations. The presentation will be characterised by a logical argument synthesising your data into the key strategic issues which then relate to your recommendations (Where do we want to be/where could we be?). Your insight and analysis need credibility which means you should include a method for any primary research, and references for any secondary data
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