Marketing Strategy and Implementation Module

Module Aims

Welcome to this challenging subject. Companies are facing complex decisions in an environment defined by competitive dynamics, rapid changes, uncertainty and innovation. Too often firms focus upon marketing management issues expecting to develop competitive advantage and to improve performance. This module will facilitate participants to develop a strategic vision required to understand the role of designing the marketing strategy and its implementation. Marketing strategy will be considered in this module from a full business viewpoint, examining strategy beyond the traditional emphasis on specific marketing functions. This module will  to provide participants with an understanding of the distinction between operational and strategic marketing.

The aims of the module are:

• To understand how the marketing capabilities can be developed and aligned with strategic vision as this is crucial to create and maintain a competitive advantage.

• To provide access to techniques of analysis for a correct interpretation of external and internal environments, to facilitate strategic marketing decision-making.

• To be able to design market strategies and business development plans in a market-oriented approach.

• To develop an awareness of the importance of main stages within the marketing planning process, and how to manage and control resources.

Specific expectations students can have of tutors:

• Weekly drop-in support online during office hours published on Blackboard

• Constructive formative feedback on one assignment draft per assessment during week 9 for assessment 1 and week 13 for assessment 2.

• Lecture slides made available on Blackboard 7 days prior to lecture

• Seminar activities made available on Blackboard 7 days prior to the first seminar group session in a week

• Solutions of seminar activities will be provided in writing on Blackboard after the last seminar group in a week

• Assessment marks and summative feedback given within 3 working weeks from the assessment submission deadline

Specific expectations tutors will have of students:

• Attend all classes and arrive at classes punctually

• Read case studies provided prior to seminars and prepare answers to questions as per instructions given

• Behave professionally in classes and not to cause any disruption that might affect other students’ learning

• Actively participate and engage in class/online activities

• Inform tutor via email when not able to attend any classes

• Communicate with tutors in a professional manner

• Attempt all assessments by the submission deadline unless there are extenuating circumstances

On completion of this module, the students will be able to:

1. Critically analyse the relevant information, from external and internal environment, to inform strategic decision-making.

2. Demonstrate knowledge and understanding of the strategic planning process: design and development of a strategic marketing plan in all its phases.

3. Apply expertise to implement a competitive marketing strategy and to monitor and adapt for continuous improvement.

4. Demonstrate a critical understanding of the specific marketing elements which determine a firm’s marketing performance in a particular market.

The assignment will be marked on writing quality as well as content.

• Your writing needs to be clear, direct and persuasive.

• Use paragraphs to organise your thinking and help orient the reader.

• The overall impression is also very important.

• In-text citations are very important, please ensure Harvard Referencing is followed at all times.

• Support your claims by authentic references.

• Spelling errors, poor format and grammar gives the impression of poor thinking, carelessness and lack of regard for your assignment.