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Session: 2021/22

Last modified: 22/03/2021 15:55:36

Title of Module: Marketing Strategy Theory (MST)

Code: MARK10016 SCQF Level: 10
(Scottish Credit and Qualifications Framework)
Credit Points: 20 ECTS: 10
(European Credit Transfer Scheme)
School:School of Business & Creative Industries
Module Co-ordinator:Eileen  Conlan

Summary of Module

This module explores the concept of strategic market management, which emphasises that strategy development should be informed by the market environment, rather than just being internally oriented. This recognises the need for the strategic planning process to be proactive rather than reactive, highlights the role of marketing as the primary link between the organisation and its environment, and appreciates the pivotal importance of marketing in formulating and directing the implementation of the organisation's strategies.

The module introduces students to the concept of strategic marketing management as a system that will provide vision to businesses, monitor and understand the dynamic environment, generate strategic options, and develop marketing strategies based on sustainable competitive advantage.

The topics to be covered include marketing's contribution to strategic management; analysis of environmental, competitive and internal issues; strategic marketing choices for competitive advantage; segmentation, targeting and positioning strategies; product and innovation strategies; service marketing strategies; pricing, distribution and marketing communications srtategies; strategy implementation, monitoring and control.


Module Delivery Method
Face-To-FaceBlendedFully Online
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Face-To-Face
Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.

Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.

Blended
A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations


Campus(es) for Module Delivery
The module will normally be offered on the following campuses / or by Distance/Online Learning: (Provided viable student numbers permit)
Paisley:Ayr:Dumfries:Lanarkshire:London:Distance/Online Learning:Other:
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Term(s) for Module Delivery
(Provided viable student numbers permit).
Term 1check markTerm 2

 

Term 3

 

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Learning Outcomes: (maximum of 5 statements)

On successful completion of this module the student will be able to:

L1. L1. Explain the principles of marketing strategy and apply them to organisations.

L2. L2. Analyse strategic internal and external environmental factors in order to evaluate, monitor and measure the organisation's market position so it is continually focused on, and responsive to, market changes.

L3. L3. Generate and critically evaluate appropriate information in relation to marketing planning, implementation and control in order to inform strategic options and decision-making.

L4. L4. Critically evaluate strategic market planning in relation to developing competitive advantage in line with organisational objectives and resourcing.

Employability Skills and Personal Development Planning (PDP) Skills
SCQF Headings During completion of this module, there will be an opportunity to achieve core skills in:
Knowledge and Understanding (K and U) SCQF Level 10.

Understand the principles of marketing strategy and know how to apply them to given circumstances.

Practice: Applied Knowledge and Understanding SCQF Level 10.

Identify necessary concepts and models, and apply them for a correctly given set of circumstances.

Generic Cognitive skills SCQF Level 10.

Critically analyse strategic marketing issues and problems.
Develop effective marketing strategies for given problems.

Communication, ICT and Numeracy Skills SCQF Level 10.

Communicate effectively to a target audience using both speech and writing.
Interpret, use and evaluate complex data, ideas and concepts.

Autonomy, Accountability and Working with others SCQF Level 10.

Take responsibility for own work and the work of others with a group/team environment.

Pre-requisites: Before undertaking this module the student should have undertaken the following:
Module Code:
MARK07006
MARK07010
MARK09016
Module Title:
Introduction to Marketing
Global Marketing Environment
Marketing Communications Mix
Other:(or equivalent)
Co-requisitesModule Code:
Module Title:

* Indicates that module descriptor is not published.

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Learning and Teaching
Learning Activities
During completion of this module, the learning activities undertaken to achieve the module learning outcomes are stated below:
Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities)
Lecture/Core Content Delivery24
Tutorial/Synchronous Support Activity12
Asynchronous Class Activity64
Independent Study100
200 Hours Total

**Indicative Resources: (eg. Core text, journals, internet access)

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

Whittingham, Regner, Angwin,Johnson & Scholes, (2020) Exploring Corporate Strategy, 12th Edition
West, Ford & Ibrahim, (2015) Strategic Marketing, Creating Competitive Advantage, 3rd Edition, Oxford University Press



(**N.B. Although reading lists should include current publications, students are advised (particularly for material marked with an asterisk*) to wait until the start of session for confirmation of the most up-to-date material)

Attendance Requirements

In line with the Academic Engagement and Attendance Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on Moodle, and complete assessments and submit these on time. Please refer to the Academic Engagement and Attendance Procedure at the following link: Academic engagement and attendance procedure

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Supplemental Information

Programme BoardMarketing, Innovation, Tourism & Events
Assessment Results (Pass/Fail) No
Subject PanelMarketing, Innovation, Tourism & Events
ModeratorPravin Balaraman
External ExaminerJ White
Accreditation Details
Version Number

1.03

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Assessment: (also refer to Assessment Outcomes Grids below)
Presentation 30%
Report 70%
(N.B. (i) Assessment Outcomes Grids for the module (one for each component) can be found below which clearly demonstrate how the learning outcomes of the module will be assessed.
(ii) An indicative schedule listing approximate times within the academic calendar when assessment is likely to feature will be provided within the Student Handbook.)

Assessment Outcome Grids (Footnote A.)

Component 1
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Learning Outcome (4) Weighting (%) of Assessment ElementTimetabled Contact Hours
Presentation check mark  300

Component 2
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Learning Outcome (4) Weighting (%) of Assessment ElementTimetabled Contact Hours
Report of practical/ field/ clinical workcheck mark check markcheck mark700
Combined Total For All Components100% 0 hours

Footnotes
A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above

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Note(s):
  1. More than one assessment method can be used to assess individual learning outcomes.
  2. Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
    This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.

Equality and Diversity
The Equality, Diversity and Human Rights policy underpins student engagement. We aim to make UWS a fair and equal place to study an institution which addresses specific issues covering all aspects of equality, diversity and human rights. Where required module assessment will be adapted to meet student requirements.
http://www.uws.ac.uk/equality/

UWS Equality and Diversity Policy
(N.B. Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School)

2014 University of the West of Scotland

University of the West of Scotland is a Registered Scottish Charity.

Charity number SC002520.