Undergraduate Course: Marketing Strategy (BUST10118)
||College||College of Humanities and Social Science
|Credit level (Normal year taken)||SCQF Level 10 (Year 3 Undergraduate)
||Availability||Available to all students
|Summary||An effective marketing strategy with a defined set of objectives, and comprehensive plan informed by intelligence and insights, is crucial in today¿s rapidly changing marketing landscape. Decision-making and manipulation of the marketing mix and associated activities can help organisations achieve a sustainable competitive advantage over other players in the industry and can be critical in ensuring future growth and success. This course examines marketing strategy in depth, considering all stages of the marketing planning process. By the end of the course, students should be engendered with a broad understanding of the marketing planning, intelligence, insights, implementation and analytics / metrics.
Introduction to marketing strategy
Product and service strategy
Marketing communications strategy
Marketing channel and distribution strategy
Strategy implementation and control
Entry Requirements (not applicable to Visiting Students)
|| Students MUST have passed:
||Other requirements|| Years 3 & 4. Business Studies Honours entry.
Information for Visiting Students
|Pre-requisites||Visiting students should have at least 3 Business Studies courses (including at least one Marketing course)at grade B or above (or be predicted to obtain this). We will only consider University/College level courses.
|High Demand Course?
Course Delivery Information
|Academic year 2018/19, Available to all students (SV1)
|Learning and Teaching activities (Further Info)
Lecture Hours 20,
Feedback/Feedforward Hours 2,
Summative Assessment Hours 2,
Revision Session Hours 2,
Programme Level Learning and Teaching Hours 4,
Directed Learning and Independent Learning Hours
|Assessment (Further Info)
|Additional Information (Assessment)
||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, 5% of which will be adjusted from peer assessment marks using WebPA.
||Generic feedback on your coursework, together with individual marks, will be available on Learn .
Your examination marks will be posted on Learn (together with generic feedback and examination statistics) as soon as possible after the Boards of Examiners' meeting (normally early-mid June). During the summer months (i.e. mid/end June - end August), you may come into the Business Studies Office (Room 1.11, Business School, 29 Buccleuch Place) to look at your examination scripts. Note that you will not be able to remove any examination scripts from the UG Office as they may be required by the Board of Examiners.
||Hours & Minutes
|Main Exam Diet S1 (December)||2:00|
On completion of this course, the student will be able to:
- Understand and critically discuss marketing strategy concepts, tools and frameworks.
- Understand and critically discuss the strategic marketing planning process.
- Critically appraise the alternative strategic marketing mix decisions available to organisations.
- Understand and critically discuss the issues associated with strategy implementation and control.
|A resource list will be published in Week 1. |
Readings will be taken from academic journals, case studies, organisation reports and websites, as well as marketing-related magazines and blogs.
|Graduate Attributes and Skills
Students will develop analytical skills such as:
- The ability to critically evaluate key marketing concepts, theory and practice;
- The ability to formulate and implement a marketing strategy based on systematic strategic analysis.
- The ability to critically appriase alternative marketing mix strategy decisions;
- The abiltiy to critically evaluate marketing strategies and performance.
Professional/subject specific/practical skills
Students will gain:
- The ability to apply theoretical and analytical frameworks to real world marketing problems and cases and reflect on their own behaviour and experiences as consumers;
- The ability to undertake a strategic marketing analysis;
- The ability to articulate practical implications and provide strategic recommendations;
- The ability to prepare well-structured and logically argued marketing plans;
- The ability to work individually and as part of a team in the presentation of academic work but also in the discussion and debate of issues related to marketing strategy;
- The ability to analyse and utilise problem solving skills in real marketing problems.
|Additional Class Delivery Information
||1 lecture per week
|Course organiser||Miss Mary Ho
Tel: (0131 6)50 8347
|Course secretary||Mr James Yates
Tel: (0131 6)51 5251