University Homepage
DRPS Homepage
DRPS Search
DRPS Contact
DRPS : Course Catalogue : Business School : Business Studies

Undergraduate Course: Marketing Strategy (BUST10118)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 10 (Year 3 Undergraduate) AvailabilityAvailable to all students
SCQF Credits20 ECTS Credits10
SummaryAn 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.
Course description Syllabus

Introduction to marketing strategy
Strategic analysis
Marketing Intelligence
Marketing Planning
Product and service strategy
Packaging strategy
Pricing strategy
Marketing communications strategy
Marketing channel and distribution strategy
Strategy implementation and control
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Students MUST have passed: Marketing (BUST08004)
Prohibited Combinations Other requirements Years 3 & 4. Business Studies Honours entry.
Information for Visiting Students
Pre-requisitesVisiting students must have at least 4 Business courses at grade B or above. This MUST INCLUDE at least one Marketing course at intermediate level. This course cannot be taken alongside BUST08004 Marketing. We will only consider University/College level courses.
High Demand Course? Yes
Course Delivery Information
Academic year 2019/20, Available to all students (SV1) Quota:  None
Course Start Semester 1
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 200 ( Lecture Hours 20, Feedback/Feedforward Hours 2, Summative Assessment Hours 2, Programme Level Learning and Teaching Hours 4, Directed Learning and Independent Learning Hours 172 )
Assessment (Further Info) Written Exam 60 %, Coursework 40 %, Practical Exam 0 %
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.
Feedback 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.
Exam Information
Exam Diet Paper Name Hours & Minutes
Main Exam Diet S1 (December)2:00
Learning Outcomes
On completion of this course, the student will be able to:
  1. Understand and critically discuss marketing strategy concepts, tools and frameworks.
  2. Understand and critically discuss the strategic marketing planning process.
  3. Critically appraise the alternative strategic marketing mix decisions available to organisations.
  4. Understand and critically discuss the issues associated with strategy implementation and control.
Reading List
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.
Additional Information
Graduate Attributes and Skills Intellectual 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 organiserMiss Mary Ho
Tel: (0131 6)50 8347
Course secretaryMs Chrysanthi Manidou
Tel: (0131 6) 50 3826
Help & Information
Search DPTs and Courses
Degree Programmes
Browse DPTs
Humanities and Social Science
Science and Engineering
Medicine and Veterinary Medicine
Other Information
Combined Course Timetable
Important Information