BU5553: STRATEGIC MARKETING (2014-2015)

This course aims to provide students with a critical understanding of the nature and articulation of the marketing function within modern organisations, and an appreciation of the relative contribution of specific marketing tools to the development of a market orientation. It will set marketing management within the overall context of strategic planning. Building on the underpinning marketing concepts, the course will develop students’ in-depth understanding of the structure and articulation of marketing within a range of diverse organisational settings, including, consumer, industrial, service and voluntary sectors. Specifically the course will encourage students to adopt a systems perspective in addressing key marketing techniques and approaches, and recognise the close inter-relationship between marketing and other management functions in modern organisations.

Information on contact teaching time is available from the course guide.

More Information about Week Numbers

1st attempt: 1. An individual assessment based on an assignment of 2,000 words (40% of total course marks) 2. A group presentation as a consultancy group to an audience of interested managers (30% of the total course marks) (note – slides/copies of presentation will be kept with a view to allowing external examiner review. 3. An individual Professional Reflective Review comprising 30% of the total course marks). Resit: There is no resit opportunity for the group element. For the individual elements students who score below CAS 9 will be required to submit the respective elements within six weeks of the mark and feedback being returned.

There are no assessments for this course.