Undergraduate Course: Marketing Strategy (BUST10118)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Course type | Standard |
Availability | Available to all students |
| Credit level (Normal year taken) | SCQF Level 10 (Year 3 Undergraduate) |
Credits | 20 |
| Home subject area | Business Studies |
Other subject area | None |
| Course website |
None |
Taught in Gaelic? | No |
| Course description | Marketing strategy has been the subject of considerable research in both the business and marketing literature over the past four decades. It has become an area of primary concern to all organisations, depending critically on a subtle understanding and analysis of the market. Its importance becomes even greater in today&©s ever challenging and fast$úchanging business environment. Too often companies focus upon marketing management related issues and expect these to deliver competitive advantage and better performance. However, very often companies that commit their limited resources to new product development, or launching a new brand, or embarking upon an extensive promotion campaign, or signing up distributors, or publishing pricing details, tend to do so without a detailed examination of their marketing environment and their own competences. Also, far too often companies appear to have the view that if only they could do things right, success would follow.
In this course, we stress that companies need to consider whether they are doing the right things! The philosophy underlying this course is that strategically-oriented companies are geared for long term success and that this strategic orientation must be pioneered by top management and infused throughout the whole organisation. In addition to this overall strategic-oriented culture, a body of marketing knowledge must be understood and a host of specific skills are required including marketing planning, market segmentation and targeting, marketing communications, pricing and distribution, evaluation and control. |
Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
Students MUST have passed:
Marketing (BUST08004)
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | Year 3 only. Business Studies Honours entry. |
| Additional Costs | None |
Information for Visiting Students
| Pre-requisites | Equivalent to Marketing 2 |
| Displayed in Visiting Students Prospectus? | Yes |
Course Delivery Information
| Not being delivered |
Summary of Intended Learning Outcomes
On completion of the course participants will be expected to:
- Understand the strategic management process, including the specific tools for carrying out a thorough appraisal of a company's marketing environment.
- Be able to undertake a strategic marketing analysis.
- Identify the specific marketing elements which are necessary for determining a company's marketing performance in a particular market.
- Formulate and implement a competitive marketing strategy based upon the strategic analysis undertaken.
- Develop analytical skills in reading case studies, scenarios and the international business press.
Content
Key areas that will be covered in the course are:
- strategic analysis of macro factors and competitive forces in the marketing environment
- strategic choices including markets to serve, products to offer and positioning decisions
- the development and implementation of the strategic marketing mix:
product strategic decisions
- strategic pricing
- strategic decision of marketing communications
- distribution strategic decisions
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Assessment Information
Assessment for this course is comprised of the following:
An exam (2 hrs; 2 questions from a choice of 5) will contribute 60% of the final mark.
A group based assignment will contribute 40% of the final mark. This will be divided into 35% for the submission and 5% for Peer Assessment.
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Special Arrangements
| None |
Additional Information
| Academic description |
Not entered |
| Syllabus |
Not entered |
| Transferable skills |
Not entered |
| Reading list |
Not entered |
| Study Abroad |
Not entered |
| Study Pattern |
Not entered |
| Keywords | Not entered |
Contacts
| Course organiser | Dr Essam Ibrahim
Tel: (0131 6)50 8496
Email: Essam.Ibrahim@ed.ac.uk |
Course secretary | Miss Rebecca Shade
Tel: (0131 6)50 3826
Email: rebecca.shade@ed.ac.uk |
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