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Module Title LM Marketing Strategy and Planning
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 07002
Module Lead Dr Sheena Leek
Level Masters Level
Credits 20
Semester Semester 2
Restrictions MSc Marketing candidates only

Marketing strategy and planning are market-orientated processes used to establish a profitable and sustainable market position for any organisation, taking into account the forces that determine industry competition.

This module builds on students understanding of basic marketing theory, principles and practice and uses the marketing planning framework to develop knowledge and skill in strategy formation, implementation and evaluation.  During the module students will explore the interface between marketing and business strategy.  This will help students to critically evaluate and gain practical experience of the way in which marketing contributes to the development and implementation of organisational strategy and the impact of changes in the external environment on marketing decisions and performance.

Learning Outcomes

On completion of this module the students should be able to:

  • demonstrate comprehensive knowledge and understanding of the nature and process of marketing strategy formulation;
  • critically appraise the boundaries of strategic marketing that impact decisions and influence the market scope and competitive advantage of an organisation;
  • demonstrate knowledge and a critical understanding of the nature and impact that external and internal factors have on the design and implementation of marketing strategies;
  • identify the various tools to monitor and evaluate the success of a specific strategy;
  • apply a systematic approach to the analysis of marketing problems and their resolution through the selective use of tools for analysis and strategy formulation;
  • Utilise financial and other quantitative analysis to critically evaluate current and projected company performance and / or market opportunities.
Assessment 07002-01 : Exam : Exam (Centrally Timetabled) - Written Unseen (70%)
07002-04 : Group Assignment : Coursework (30%)
Assessment Methods & Exceptions 3 hr written examination 70%, Group coursework (3,500 words) 30% Reassessment: 3 hour examination (100%)
Other none
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