BUSI4G915: Marketing Strategy and Tactics

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• To provide a comprehensive introduction to issues in marketing tactics.
• To provide a comprehensive introduction to issues in marketing strategy
• To equip students with the advanced conceptual and practical skills needed to successfully develop a marketing programme that involves developing a marketing strategy and designing associated marketing tactics.

• The role of marketing in organisations.
• Marketing performance evaluation.
• Segmentation, targeting and positioning.
• Developing a marketing strategy.
• Designing marketing tactics (the 4 Ps).

Subject-specific Knowledge:

• Have an advanced understanding and critical appreciation of the conceptual models that underpin the marketing process.
• Have a critical appreciation of the complex nature of strategic marketing decisions and potential barriers to their implementation.

Subject-specific Skills:

• Be able to critically evaluate a marketing strategy.
• Be able to develop a suitable marketing strategy.

Key Skills:

• Effective written and oral communication skills
• Planning, organising and time management skills
• Problem solving and analytical skills
• The ability to use initiative
• Advanced computer literacy skills
• Group work skills.

• Learning outcomes will be met through a combination of taught lectures, seminars, group work and discussion, supported by guided reading.
• The summative assessment of the module, by individual written report, is designed to test student knowledge and understanding of the subject-matter and their ability to apply it in marketing practices. The report covers the key topics of marketing faced by a real-world organisation.

Group presentations. In addition, seminar exercises will be used to give students an opportunity to explore, discuss, critique and apply the key topics in practice. Individual formative quizzes at the end of each lecture to allow students familiarise themselves with the exam format and to help students revise the lecture content. The quizzes will be open after the lecture take place, and allow students a week to complete at their own pace.

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