Marketing Strategy

Programme:	Undergraduate
Module Code:	N12402
Semester:	Autumn
Convenor:	Andrew Smith
Credits & Level:	10 credits; Level 2
Pre-requisites:	None.
Co-requisites:	None.
Target Students:	Available to Part I and Part II Business School students, including Geography with Business students. Core module for Modern Languages with Business (Part I) Optional module for Computer science and Management (Part I) and Maths and Management (Part I) All other students should take N1A105 (Introduction to Marketing A) or N1A106 (Introduction to Marketing B).
Delivery:	10 one-hour weekly lecture plus 2 one-hour tutorials
Assessment:	One 2-hour examination (100%)
Exam Format:	Answer Two questions. Paper contains Five questions. All questions carry equal marks.
Summary of Content	This module focuses on the strategic dimension of marketing with reference to the ways in which organisations compete with different product-market offers. Particular attention is paid to the processes involved in the development of a marketing strategy and to the ways in which such strategies evolve.
Aims	To introduce students to the subject of marketing and how marketing plays a central role in the development of strategy. The course focuses on the role of markets, competitors, customers and people and how they influence the marketing process.
Key Words:	Marketing, Strategy, Customers, Competitors, Competitive Advantage, Markets, Market Structure, Market Segmentation, Targetting and Positioning
Learning Objectives & Outcomes	Knowledge and understanding This module develops a knowledge and understanding of: Customer expectations, service and orientation. The development of appropriate business policies and strategies to meet stakeholder needs within a changing environment. The marketing concept and its strategic implication. Intellectual skills This module develops: The cognitive skills of critical thinking, analysis and synthesis, including the ability to identify assumptions, evaluate statements in terms of evidence, to detect false logic or reasoning, to identify implicit values, and to define terms adequately and to generalise appropriately. Effective qualitative problem solving and decision making skills. Professional practical skills This module develops: Qualitative skills including the ability to work with case studies. The ability to apply business models to business problems and phenomena. Transferable (key) skills This module develops: Effective oral and written communication skills in a range of traditional and electronic media. Learning to learn and developing an appetite for reflective, adaptive and collaborative learning.

Back to Module List

Marketing Strategy

Nottingham University Business School