This module examines recent developments in marketing thinking and market strategy development. Students will acquire a theoretical foundation through the lectures and discussions on marketing management and communications concepts and frameworks. The use of case studies will allow the student to explore the process of marketing decision-making and strategy development as well as enhancing the ability to apply marketing theory to a wide range of problems.
Indicative topics are:
• Marketing planning
• The market: understanding and analysing the marketing environment
• Segmentation, targeting and positioning
• Marketing research
• Understanding customers and buyer behaviour
• The organisation: marketing strategy and ethics
• The marketing mix (goods and services)
• New product development
• Marketing communications
• Pricing
• Marketing channels
• Contemporary issues in marketing
Total contact hours: 24
Private study hours: 126
Total study hours: 150
Main assessment methods
Group Podcast (5 minutes of audio) (30%)
Individual Written Report (2000 words) (70%)
Essential reading
Hooley, G. J., Saunders, J. A., and Piercy, N. (2011). Marketing strategy and competitive positioning: Fifth edition. Harlow, England: Prentice Hall Financial Times.
West et al. (2015) Strategic Marketing: Creating Competitive Advantage. 3rd edn. Oxford: Oxford University Press.
Background Reading
Blythe, J., and Megicks, P. (2010). Marketing planning: Strategy, environment and context. Harlow, England: Prentice Hall.
Keller, K. L. (2015). Strategic brand management: Building, measuring, and managing brand equity. 4th Ed. Boston: Pearson.
Kerin, R. A. and Peterson, R. A. (2013). Strategic marketing problems: Cases and comments. Boston: Pearson.
Kotler, P., and Keller, K. L. (2015). A framework for marketing management, 6th Ed. Boston: Prentice Hall.
McDonald, M. and Wilson, H. (2016) Marketing plans: how to prepare them, how to use them. 8th edition. Chichester: John Wiley & Sons. [ISBN-10: 111921713X]
It is also expected that students engage with key academic marketing journals (examples include Journal of Marketing, Harvard Business Review, Journal of Marketing Management, Psychology and Marketing) and key marketing practitioner oriented journals (examples include Marketing Week, Marketing News).
See the library reading list for this module (Medway)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
1 Demonstrate advanced understanding of the strategic role of marketing, including their primary functions in the context of the organisation and wider environment.
2 Identify and critically evaluate the trends in the environment and use innovative market research techniques, both qualitative and quantitative, to understand customer
behaviour.
3 Demonstrate a comprehensive understanding of the marketing mix principles and how the marketing mix is managed, including marketing communications.
4 Evaluate arguments or propositions and to make judgments that can guide the development of marketing plans the effectively addresses the challenges of
businesses in different contexts.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
1 Critically evaluate argument, assumptions and data to make reasoned judgments and to frame appropriate questions to achieve a solution.
2 Apply a variety of problem solving tools and methods both autonomously and collaboratively.
3 Effectively communicate the solutions arrived at, and the thinking underlying them, in verbal and written form.
4 Work effectively as part of a group, and use self-direction, initiative and planning in the context of independent learning and the management of assignments.
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