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2019/20 Undergraduate Module Catalogue

LUBS3845 Marketing Strategy

20 creditsClass Size: 120

Module manager: Mr Robert Duke

Taught: Semesters 1 & 2 View Timetable

Year running 2019/20

Pre-requisite qualifications

LUBS2840 Marketing Research
LUBS2850 Marketing

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.


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:
- 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


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 typeNumberLength hoursStudent hours
Private study hours165.00
Total Contact hours35.00
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

Assessment typeNotes% of formal assessment
Group ProjectReport30.00
PresentationNon-assessed, part of the Group Project0.00
Total percentage (Assessment Coursework)30.00

The resit for this module will be 100% by 2 hour examination.

Exam typeExam duration% of formal assessment
Standard exam (closed essays, MCQs etc)2 hr 00 mins70.00
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 website

Last updated: 14/05/2019


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