Strategic Marketing Practice


Strategic Marketing Practice





Module Coordinator:

Dr Keri Davies

Contact Hours:

30 Lecture, 10 Seminar


60% Coursework 40% Examination

This core module is one of the essential elements of the first semester student experience for the MSc Marketing and its pathways.  As such it introduces some of the key marketing theories required elsewhere in the course as well emphasising to students the need to become reflective practitioners.

The overall aims of this module are to:

  • introduce the students to the main principles of marketing strategy ;

  • show how the development of a strategy and the delivery of marketplace goals depends on the development and deployment of skills in teamwork.

    This module introduces students to the concepts involved in marketing strategy.   Students must then put these ideas into practice through participation in Markstrat, a computer-based marketing strategy simulation, working in groups to analyse the market position of a fictional company and then developing a repositioning strategy for one or more their brands.

    Small group teaching/ working is used during the simulation to guide students and to correct any misperceptions of the subject materials.  Students are also encouraged to form Buddy partnerships in which two or three students discuss their work with the simulation package and with their group and consider ways in which they might improve their working practices.  Each student must also develop a diary or personal blog which will provide them with a confidential space in which to reflect on their work and the discussions with their buddy.

    Learning Outcomes

  • Theoretical and practical understanding of key marketing ideas;

  • Development and reinforcement of skills in business analysis and problem-solving in a ‘safe’ decision-making environment;

  • Enhancement of the skills enabling students to be, first, effective listeners and, then, effective communicators, able to discuss their own views and opinions and those of others;

  • Effective team-working, including an understanding of the issues of team co-ordination and decision-making under pressure;

The development of a portfolio of skills to place before potential employers as well as a strong self-awareness of their own strengths and weaknesses.

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