| CODE | MRK2315 | ||||||||
| TITLE | Marketing Strategy | ||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 5 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | Marketing is viewed as a dynamic process designed to achieve distinctive strategic competence. This is accomplished through value-added marketing activities and operations that are designed to create and sustain long-term relationships. The emphasis in this study-unit is on Change and Innovation, Cutting-Edge topics, and an integrated approach. Study-unit Aims: To inculcate in students a managerial, analytical and comprehensive approach towards strategic marketing management. Covering the basic disciplines of economics, behavioral science and mathematics, concepts and strategies to analyze market problems and opportunities will be used. This will be augmented with real company cases as illustrations. Learning Outcomes: 1. Knowledge & Understanding By the end of the study-unit the student will be able to: 1. Discuss the strategic issues confronting marketing managers; 2. Critically evaluate environmental, industry, consumer and competitive analysis as a basis for identifying these issues; 3. Critically appraise the use of academic theories and concepts in the light of organizational practice; 4. Identify marketing problems, determine alternative solutions and decide on optimum approach using logical and reasoned arguments; 5. Appraise the key factors in developing and designing strategic marketing plans. 2. Skills By the end of the study-unit the student will be able to: 1. Plan, organise and present a written analysis of a major case study; 2. Show improved Oral & Written Presentations Skills - These skills will be developed through individual and group coursework through class discussions and workgroups; 3. Demonstrate their ability to work in small groups, delegate responsibility and produce team presentations; 4. Show mastery of the use of quantitative methods to help identify and resolve marketing problems. Main Text/s and any supplementary readings: Core Textbook: - Exploring Strategy: Text & Cases - Prof Gerry Johnson, Prof Richard Whittington, Prof Keven Scholes (2011). Supplementary Textbook: - Grant, R. M., Jordan J. (2012). Foundations of Strategy. Wiley. |
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| STUDY-UNIT TYPE | Lecture | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Peter Calleya |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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