Programme And Module Handbook
 
Course Details in 2022/23 Session


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Module Title LH Cases in Marketing
SchoolBirmingham Business School
Department Marketing
Module Code 07 15824
Module Lead Inci Toral
Level Honours Level
Credits 10
Semester Semester 2
Pre-requisites
Co-requisites
Restrictions Available to Graduate Diploma in Business Administration, MBA 24mth Masters, MBA IBF 24mth Masters students as a compulsory module
Exclusions
Description This course aims to provide students with a real-world situation (a case) that poses a thought-provoking problem or dilemma. Students are placed in the role of decision maker and asked how they would resolve the problem. Thus enabling them to understand the functional and strategic role played by marketing executives/managers within a range of managerial and strategic challenges. The real-life nature of these challenges integrates the application of abstract concepts and theory in practice. Students have to critically analyse the data in relation to various strategic and/or marketing challenges, such as global markets, product development, innovation, channel management and communications. They will need to consider relevant theory, draw conclusions, and present solutions. Participants will be assigned to a group who will be responsible for managing a number of related tasks set by the course leader. Teamwork and in-class discussions will facilitate collaborative learning which plays a large role in in analysing uncertainty and challenging conditions which then would require developing solutions to these situations. This will also lead to understanding the pros and cons of each solution and weighing benefits.
Learning Outcomes By the end of the module the student should be able to:Provide an overview of the development of core concepts in marketing;Demonstrate how the business environment impacts on marketing strategy;Find ways of identifying and analysing marketing problems and implementing solutions;Utilise the marketing planning process to further the development of marketing strategy;Craft strategy through the manipulation of marketing tools.
Assessment 15824-01 : Individual Essay : Coursework (75%)
15824-02 : Group Essay : Coursework (25%)
Assessment Methods & Exceptions Assessment: 2500 word group essay (25%) and 1500 individual word-essay (75%) Reassessment: 2500 word essay (100%)
Other
Reading List Dibb, S & Simkin, L. 2001. The Marketing Casebook. 2nd ed. Thomson Learning.
Baker, M J (ed). 1999. The Marketing Book. 4th ed. Butterworth Heinneman.