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UNIVERSITY OF GLOUCESTERSHIRE

School of Business

[MS6101] [2014/15]

MS6101

Strategic Marketing

Module Outline

2014-15

Semester 2

Contains:

Module Evaluation Summary

Module Content

Module Programme

Assessment Brief(s)

Recommended Reading

School of Business

www.glos.ac.uk

MODULE EVALUATION [from 2013/14]

Discussion following module evaluation from the last run [2013/14] indicated the following needed to be considered:

· Increase time for more in-class discussion to allow for greater depth of case studies.

· More guidance to be provided for the two assessment and the first assessment to give informed guidance for the second assignment.

THE RESPONSE FOR THE CURRENT YEAR IS:

A change of assessments for 2014/15 which will enable students to carry out their own research and analyse the marketing strategy of a chosen business sector. This will provide a platform for assessment two.

EVALUATION FOR THE CURRENT YEAR

In this current academic year [2014/15] you will be given the opportunity to undertake module evaluation which will feed into the course board of studies meeting and will inform module design for the following year. This will be conducted centrally via Moodle.

MODULE CONTENT

Module Tutor: Claire Ryder. Broadlands Villa, Park Campus email: [email protected] .

Sessions will be led by Claire Ryder and Dr Lily Wang

Module Level and Credit Value: [Level 6, 15 CAT]

Co-requisites: n/a

Pre-requisites: n/a

Restrictions: none

External Examiner: Professor Jo Andrews. BCU

BRIEF DESCRIPTION

The aim of this module is to hone your skills of thinking strategically and to prepare you for key decision-making and implementation within an organisation, whether this is a global multi-national, an SME, or even small business start-up. We will be discussing different types of organisations, including profit making, public sector and the not- for- profit and charity sectors.

The module will build on your existing knowledge and understanding of marketing both from your perspective of a student of the subject but also from the perspective of a sophisticated consumer of products and services.

We will look at how organisation’s offerings and marketing activities have to adapt to changing conditions(including customer tastes and trends) and how they compete in a marketplace which is usually dynamic and often saturated.

Basic questions managers have to make will be:

What is the Current Situation of the company its products brands and customers?

What Options does the organisation have and what changes might need to be taken and why?

What recommendations or course of action would you take as a manager?

What are the Implications of your recommendations?

SUMMARY OF THE LEARNING AND TEACHING ACTIVITIES

The module will comprise a mix of tutor led and student led activities, which will enable discussion and analysis of the marketing strategies used by different organisations which will lead and inform the two individual assessments of the module.

LEARNING OUTCOMES:

1. To critically evaluate case material using a wide variety of marketing techniques, models and concepts.

2. Understand and apply competitive positioning strategies.

3. Demonstrate the ability to analyse numerical data and management information.

4. Synthesise various strands of subject knowledge from other marketing subjects.

5. Develop a creative and innovative strategic marketing plan.

6. Enhance personal skills in: Communications & literacy; Analysis and problem solving; Independent learning and group work; Information and Communications Technology.

ASSESSMENT BRIEF

1. Module code and title	MS 6101 Strategic Marketing.
2. Module tutor	Claire Ryder
3. Tutor with responsibility for this Assessment	Claire Ryder
4. (Element number), Weighting, Type and Size of Assessment	002: 60% Coursework Individual Report (1,600 words +/- 10%) You will be penalised according to the Academic Regulations for Taught Provision if you exceed the size limit.
5. Submission deadline	Assessment no2 : Friday 15 May 2015 by 5.00pm (Your attention is drawn to the penalties for late submission; see Academic Regulations for Taught Provision)
6. Arrangements for submission	Assessments to be submitted electronically. Details on university intranet.
7. Date and location for return of work	20 working days from submission date . Working days comprise the normal working week, excluding periods when the University is shut and weekends). .
8. Disabled students	Alternative assessment arrangements may be made, where appropriate, for disabled students. However, these will only be implemented upon the advice of the Disability Advisor. Disabled students wishing to be considered for alternative assessment arrangements must give notification of the disability (with evidence) to the Disability Advisor by the published deadlines.
9. University Regulations for Assessment	All assessments are subject to the Academic Regulations for Taught Provision. These include regulations relating to Errors of Attribution and Assessment Offences. In exercising their judgement, Examiners may penalise any work here the standard of English, numeracy or presentation adversely affects the quality of the work, or where the work submitted exceeds the published size or time limits, or where the work fails to follow normal academic conventions for acknowledging sources. See endnote

10. The Assessment Brief.

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Assessment 2: For this assessment, you may choose a UK charity as the basis for your report. Using appropriate marketing theories to underpin your analysis, what do you see as key issues (problems) facing this organisation and what are your recommendations?. You are required to provide a rationale to your answer.

Marking Criteria:

Criterion/ Weight	Fail	40-49	50-59	60-69	70+
Content: 90% of marks	Approach to the task in error. Little/ no comprehension demonstrated. Little/ no relevance to the task.	Mainly descriptive. Lacks depth. Identifies main issues. Not always logical. Some evidence of independent thought. Minimal relevance to the task.	Coherent description of theory. Clear structure generally logical and clear argument. Some limited independent thought. Sound relevance to the task.	Provides very sound evidence of relevant theory and knowledge. Analysis based on evidence. Well-developed arguments and above-average relevance to the task.	As previously also Student displays ahigh level of understanding of marketing theory with a sound analysis, judgement and justification. Superior relevance to ‘help’ the task. Strong evidence of initiative.
Style: 5% of marks	English weak and or answer poorly related to the question.	English at minimum accepted level for business. Essay fails to develop an argument Assignment Brief followed.	Correct English with few imprecise statements. Essay develops an average argument.	Well written with clear, correct and precise English. Evidence of good integration of literature Essay develops above-average argument.	As previously and More original, innovative approach, command of critical positions, lively articulate writing, excellent grasp of material, synthesis of ideas.
Use of References 5% of marks	Not present, or irrelevant or "ghost" bibliography. Little or no evidence of reading.	"Sparse". References properly cited in text & bibliography. Evidence of relevant reading.	As per previous; good, relevant and appropriate for the topic.	Extensive within the context of time and task.	As per previous and exceptional.

11. Assessment criteria:

Careful referencing of sources is vital when making use of the work of others. You are expected to employ the referencing conventions recommended in the Course. These conventions apply to information taken from internet sources, as well as books, journals and lectures. If you are unsure of the way to reference properly, seek advice from a member of staff before you submit the assessment. These are some of the points you should check before submitting your work:

 

· Are all direct quotations, from both primary and secondary sources, suitably acknowledged (placed in quotation marks or indented)?

· Have you provided full details of the source of the quotation, according to the referencing convention used in the Course?

· Have you acknowledged the source of ideas not your own, even if you are not quoting directly from the source?

· Have you avoided close paraphrase from sources? (Check that you are not presenting other people’s words or phrasing as if they are your own.)

· If you have worked closely with others in preparing for this assessment, is the material you are presenting sufficiently your own?

A Harvard referencing tutorial can be found at: http://ist.glos.ac.uk/referencing/harvard/

The tutorial should take approx 20 minutes to work through and includes lots of examples of different types of resources. It is based on the “Cite them right” book (Richard Pears and Graham Shields (2008). Cite them right: the essential referencing guide. Newcastle upon Tyne, Pear Tree Books.) available on Amazon and copies in the Learning Centre. More details about referencing, including a quick referencing guide and a tutorial about plagiarism, details of how to reference sources such as websites, online journals, newspaper articles, and official publications, are available at:

http://insight.glos.ac.uk/departments/lis/resources/Pages/referencing.aspx

If you are unsure of the way to reference properly, seek advice from a member of staff before you submit the assessment. In submitting your work for assessment you are making a statement that it is your own work, it has not been submitted for any other assessment, and it does not infringe the ethical principles set out in the University’s Research Ethics: Principles and Procedures.

MODULE SCHEDULE (Outline)

Wk	W/C	T’tr	Themes
1	28/1/15	CR	Introduction to the module. Marketing Strategy – concepts and frameworks
2	04/2/15	LW	‘Scanning the environment’ Market data and Intelligence
3	11/02/15	CR	Planning ahead: Market decisions and choices, and trying to avoiding ‘failures’
4	18/02/15	LW	Customer analysis – Segmentation, Targeting & Positioning Strategies
5	25/02/15		‘Enhanced week 1’. No seminar this week, other Business School activities taking place on campus
6	04/03/15	LW	Strategic brand marketing and brand thinking
7	11/03/15	LW	Relationship and CRM strategies
8	17/03/15	CR	(Assessment 1 - Hand In 17/3/15 by 5.00pm) Product Development Strategies
9	23/03/15		Note: ‘Enhanced Week 2’. No seminar this week. Other Business School Activities taking place on campus
10	15/04/15	LW	Service Marketing Strategies
11	22/04/15	CR	Pricing Strategies for organisations
12	28/04/15	CR	The Charity Sector. An overview of marketing strategies.
13	06/05/15	LW	Marketing Communications Strategies
14	13/05/15	CR	Assessment 2: Hand in 15/05/15 by 5.00p.m. Overview, Round up and Evaluation.

Recommended texts and reference sources: Key Text: · West D., Ford J., and Ibrahim E. (2010). Strategic Marketing: Creating Competitive Advantage, 2nd edition. Oxford Press, UK. ISBN 978-0-19-955660-1 Supplementary key text : · Aaker., D.A. and McLoughlin D. (2014) Strategic Market Management European Edn.Wiley. UK ISBN978-0-470-05986-9 Additional references: Best R. (2005). Market-Based Management, 4. FT Prentice Hall, UK. Blythe J. (2003). Marketing Strategy. McGraw-Hill, UK. Cravens D. and Piercy N. (2006). Strategic Marketing, 8th Edition. McGraw-Hill, UK. Day G. S. (1999). The Market-Driven Organization. New York: Free Press. Donovan J., Tully R. and Wortman B. (1998). The Value Enterprise: Strategies for Building a Value-Based Organization. Toronto: McGraw-Hill Ryerson. Doyle, P. & Stern, P. (2006). Marketing Management and Strategy: 4th Edition. FT Prentice Hall, UK. Doyle P. (1998). Value-Based Marketing. Wiley, UK. Gale B. (1994). Managing Customer Value. Free Press, New York. Hooley G., Saunders J., and Piercy N. (2004). Marketing Strategy and Competitive Positioning, 3rd Edition. FT Prentice Hall, UK. Kim, W. C and Mauborgne R. (2005). Blue Ocean Strategy. Boston: Harvard Business Press. McDonald M. and Wilson H. (2011). Marketing Plans. 7th Edition. Wiley, Chichester. Ranchhod, A. and Gurau, C. (2007) Marketing Strategies: A Contemporary Approach (2nd Edition), FT-Prentice Hall: Harlow. Wilson R. and Gilligan C. (2005). Strategic Marketing Management, 3rd Edition. CIM/ Butterworth-Heinmann, UK European Journal of Marketing Journal of Marketing Sloan Management Review Journal of Business Strategy Journal of Strategic Marketing Journal of Marketing Research

Module guide Strategic marketing 2014/15

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