2018/19 Undergraduate Module Catalogue
LUBS3845 Marketing Strategy
20 creditsClass Size: 100
Module manager: Mr Robert Duke
Email: R.C.Duke@lubs.leeds.ac.uk
Taught: Semesters 1 & 2 (Sep to Jun) View Timetable
Year running 2018/19
Pre-requisite qualifications
Pre-Requisites: LUBS2840 Marketing ResearchOR
LUBS2850 Marketing
Pre-requisites
LUBS2840 | Marketing Research |
LUBS2850 | Marketing |
Co-requisites
LUBS3070 | Strategic Management |
LUBS3860 | International Strategic Management |
This module is not approved as a discovery module
Module summary
An advanced marketing module that presumes basic marketing knowledge in its students. You will use advanced knowledge and skills, combined with the more basic marketing skills acquired in pre-requisite modules, complimentary skills acquired in co-requisite modules, and other skills, in the strategic marketing simulation Markstrat. In Markstrat, teams of students compete against each other for eight simulated years in two consumer durables markets.Objectives
This module aims to provide students with the knowledge and skills to recognise and explain advanced concepts in marketing strategy that build upon those acquired in earlier marketing modules and apply this knowledge in a realistic simulation of marketing management.Learning outcomes
Upon completion of this module students will be able to interpret and outline:
- major aspects of strategic marketing
- strategic marketing principles, as well as principles of strategic management, in a realistic simulation of a real world, competitive strategic marketing situation
- marketing information
Skills outcomes
Upon completion of this module students will be able to:
Transferable
- Exercise effective leadership skills
- Work effectively as part of a team
- Present coherently to a variety of audiences
Subject specific
- Formulate, implement and control marketing strategies
Syllabus
Indicative content
- strategic analysis and planning
- advanced and critical product life cycle for marketing
- strategic focus
- marketing led research and development strategies
- market entry strategies
- competitor-based marketing strategy and military analogy
Teams of students will compete against each other for seven simulated years in two consumer durables markets, allowing them to learn from the kind of "real" management situations that are difficult to provide through any other learning experience.
Teaching methods
Delivery type | Number | Length hours | Student hours |
Lecture | 17 | 1.00 | 17.00 |
Seminar | 9 | 2.00 | 18.00 |
Private study hours | 165.00 | ||
Total Contact hours | 35.00 | ||
Total hours (100hr per 10 credits) | 200.00 |
Private study
For each 20 credits of study taken, the expectation is that the normal study time (including attendance at lectures and tutorials, self-study and revision) is 200 hours.Opportunities for Formative Feedback
- Students are given oral feedback in MARKSTRAT decision periods.- Students are given a detailed feedback sheet on the teams' report with an opportunity to have a 30 minute meeting with the instructor to discuss the report.
Methods of assessment
Coursework
Assessment type | Notes | % of formal assessment |
Group Project | Report | 30.00 |
Presentation | Non-assessed, part of the Group Project | 0.00 |
Total percentage (Assessment Coursework) | 30.00 |
The resit for this module will be 100% by 2 hour examination.
Exams
Exam type | Exam duration | % of formal assessment |
Standard exam (closed essays, MCQs etc) | 2 hr 00 mins | 70.00 |
Total percentage (Assessment Exams) | 70.00 |
The resit for this module will be 100% by 2 hour examination.
Reading list
The reading list is available from the Library websiteLast updated: 12/12/2018 10:48:53
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