Programme And Module Handbook
 
Course Details in 2022/23 Session


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Module Title LM Problem Solving and Strategic Marketing as Practice
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 37306
Module Lead Peter Hyde
Level Masters Level
Credits 20
Semester Semester 1
Pre-requisites
Co-requisites
Restrictions None
Contact Hours Lecture-20 hours
Tutorial-20 hours
Guided independent study-160 hours
Total: 200 hours
Exclusions
Description The module traces the development and application of marketing theory to a range of firm issues embracing the experiences of FMCG approaches, business to business and marketing relationships and by critically identifying theoretical synergies which underpin marketing decision making. It is in this context, that the student can gain a comprehensive understanding of strategic marketing tools and techniques and how they can be applied to deliver superior marketing outcomes. Extensive use of case studies will support the lecture series. The student gains a critical insight into improving business performance through the analysis of the firms’ situation, exploring the relationship between strategic marketing and corporate strategy and by applying strategic marketing concepts to the needs of key stakeholders. At the same time, the student is able to identify a number of consultancy opportunities and prepare proposals containing appropriate methodologies which will lead to superior marketing performance.
Learning Outcomes By the end of the module students should be able to:
  • Evaluate the effectiveness of marketing strategy and Identify the strategic posture of firms in differing markets and industry sectors.
  • Appraise and compare research approaches for identifying company problems and customer issues.
  • Identify sources of competitive advantage within organisations using evidence-based knowledge and be critically aware of developments in marketing practice and theory and issues with application.
  • Craft a marketing strategy utilising quantitative and qualitative evidence and develop marketing proposals and action plans for marketing improvement programmes
Assessment
Assessment Methods & Exceptions Assessment:

(2500 word) group report and presentation (30%);

(3000 word) individual report (70%).

Reassessment:

Resubmission of failed component:

(1000 words) individual critical analysis of the group work report and presentation (30%)

AND/OR;

(3000 word) individual report (70%).
Other
Reading List