Course Details in 2024/25 Session

Module Title	LH Marketing Strategy: From Analysis to Implementation
School	Birmingham Business School
Department	Marketing
Module Code	07 33124
Module Lead	Dr Sarah Percy
Level	Honours Level
Credits	20
Semester	Semester 1
Pre-requisites
Co-requisites
Restrictions	None
Contact Hours	Lecture-45 hours Guided independent study-155 hours Total: 200 hours
Exclusions
Description	The Marketing Strategy module seeks to extend the depth of knowledge about the development of marketing strategies, and their implementation. On completion of the module students will understand the processes adopted by marketing professionals: analysis, development of marketing strategies, and critically, the ways in which these strategies are implemented, and refined in response to tactical/short term imperatives. The module will help students develop their ability to: choose the most effective analytic strategies, assess implementation and managerial implications; and critically evaluate strategic marketing analysis methods with respect to their validity and relevance in a range of marketplaces. The module will also explore the impact of marketing decisions upon the long-term evolution of markets; and market structures in terms of customers, competitors, and market channels.
Learning Outcomes	By the end of the module students should be able to: Demonstrate comprehensive knowledge and understanding of the scope of marketing strategy. Identify and critically appraise the process and methods for identifying and selecting marketing strategies. Critically evaluate key concepts and practical frameworks and techniques for effective strategic market analyses. Develop a market-led strategy of sustainable competitive advantage. Develop and apply approaches to address competitor’s actions - both strategic and tactical. Demonstrate a critical understanding of the practicalities and limitations of marketing strategy implementation.
Assessment	33124-01 : Individual essay – 2000 words : Coursework (50%) 33124-02 : Examination – 2 hours : Exam (Centrally Timetabled) - Written Unseen (50%)
Assessment Methods & Exceptions	Assessment: 2,800 word individual written essay (70%) 2,000 word group problem based task and report (30%) Reassessment: Students to re-sit failed component Re-sit individual assignment (2,800 words) Re-sit equivalent problem-based task and report (1,000 words)
Other
Reading List