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Undergraduate Module Descriptors 2012/13
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MS6101: Strategic Marketing

Module Title Strategic Marketing
Module Code MS6101
Module Tutor Mike Flynn
School Business and Management
CAT Points 15
Level of Study 6
Pre-requisites None
Co-requisites None
Restrictions Cannot be counted with MM303
Brief Description

This module provides opportunities for students to specify and justify innovative strategic marketing solutions.  Issues addressed include:  the product market in which the business is to compete, level of investment, the functional area strategies to compete in the selected product market, and the strategic assets or competencies that underlie the strategy and provide the sustainable competitive advantage.
Indicative Syllabus
  1. Strategic Market Planning Process
  2. Managing Customer Value
  3. Elements of ‘Strategy’ & Drivers 
  4.  Leadership Lessons & Critical Thinking’
  5. Strategic Marketing Audit:
  6. Strategic Options
  7. Tactics & Implementation
  8. Strategic Brand Management
  9. Loyalty Management & Relationship Marketing
  10. Managing Strategic Change
Learning Outcomes

A student passing this module should be able to:

  1.  Critically evaluate case material using a wide variety of marketing techniques, models and concepts.
  2. Understand and apply competitive positioning strategies.
  3. Demonstrate the ability to analyse numerical data and management information.
  4. Synthesise various strands of subject knowledge from other marketing subjects.
  5. Develop a creative and innovative strategic marketing plan.
  6. Enhance personal skills in: Communications &d literacy;Analysis and problem solving; Independent learning and group work; Information and Communications Technology.
Learning and Teaching Activities Scheduled Contact Hours: 24
Independent Learning Hours: 126
Assessment (For further details see the Module Guide) 001: 40% Coursework: Individual, standard written: 1500 words or equivalent
002: 60% Coursework: Individual, standard written: 1800 words or equivalent
Special Assessment Requirements
Indicative Resources

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.

Important

Please note the course resources in this website are archived versions from previous years.

Course resources for the current years of entry are available to staff and students on Infonet.

Prospective students should use our Courses information as a starting point.

Old Archive

Course resources prior to 2012/13 can still be found in the original Maps and Descriptors Archive.

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