2021/22 Undergraduate Module Catalogue
LUBS3845 Marketing Strategy
20 creditsClass Size: 133
Module manager: Mr Robert Duke
Taught: Semesters 1 & 2 (Sep to Jun) View Timetable
Year running 2021/22
LUBS2840 Marketing Research
This module is not approved as a discovery module
Module summaryAn 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 in two consumer durables markets.
ObjectivesThis 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.
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
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
- Formulate, implement and control marketing strategies
- 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 several 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.
|Delivery type||Number||Length hours||Student hours|
|Private study hours||165.00|
|Total Contact hours||35.00|
|Total hours (100hr per 10 credits)||200.00|
Private studyThis could include a variety of activities, such as reading, watching videos, question practice and exam preparation.
Opportunities for Formative FeedbackYour teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.
Methods of assessment
|Assessment type||Notes||% of formal assessment|
|Group Project||4,500 word group report||30.00|
|Total percentage (Assessment Coursework)||40.00|
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
|Exam type||Exam duration||% of formal assessment|
|Standard exam (closed essays, MCQs etc)||2 hr 00 mins||60.00|
|Total percentage (Assessment Exams)||60.00|
The resit for this module will be 100% by 2 hour examination.
Reading listThe reading list is available from the Library website
Last updated: 30/06/2021 15:20:00
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