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2018/19 Taught Postgraduate Module Catalogue

LUBS5465M Marketing Strategy

15 creditsClass Size: 250

Module manager: Professor Matthew Robson

Taught: Semester 1 View Timetable

Year running 2018/19

This module is not approved as an Elective


This module aims to provide students with knowledge of the major concepts and theories associated with strategic marketing and environmental and competitive market forces and the criticality of delivering sustainable competitive advantage to targeted market segments to ensure long term success.

Learning outcomes
Upon completion of this module students will be able to:
- Critically evaluate relevant theories and frameworks of marketing theory
- Demonstrate in-depth, specialist knowledge and mastery of marketing strategy case analysis techniques and marketing strategy and the marketing planning process
- Identify and assess environmental and competitive market forces

Skills outcomes
Upon completion of this module students will be able to:
- Work as an effective team player
- Critically appraise and apply academic theories and present reasoned and logical arguments
- Prepare and deliver a professional presentation

Subject specific
- Develop comprehensive strategic marketing options based upon realistic, practical and internally consistent mixes
- Make justifiable recommendations for the resolution of complex marketing problems
- Sensitively apply techniques for the analysis of environmental and competitive market forces


Indicative content
Introduction to the module – Introduction to Strategic marketing and the marketing planning process
Environmental Analysis
Customer analysis and segmentation
Competitor analysis and the resource-based view: seeking sustainable competitive advantage
Product and service management 1
Product and service management 2
Distribution and pricing management
Promotion management
International Relationships and Alliances

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours120.00
Total Contact hours30.00
Total hours (100hr per 10 credits)150.00

Opportunities for Formative Feedback

Weekly presentation of case study material

Methods of assessment

Exam typeExam duration% of formal assessment
Standard exam (closed essays, MCQs etc)3 hr 100.00
Total percentage (Assessment Exams)100.00

The resit for this module will be 100% by 3 hours examination

Reading list

The reading list is available from the Library website

Last updated: 12/12/2018 10:48:53


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