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UNIT TITLE: Contemporary Strategic Marketing Management(CSMM)
CREDIT POINTS: 15
UNIT CODE: MKT453
FHEQ LEVEL: 7
DELIVERING FACULTY: FBSE
UNIT DESIGNATION: Traditional
School: SBS
Date validated: May 04
Date last modified: November 2010
Unit delivery model: PC
Max & Min Student No.: N/A
TOTAL STUDENT WORKLOAD
Students are required to attend and participate in all the formal timetabled sessions for
the unit. Students are also expected to manage their directed learning and independent
study in support of the unit. Where normal timetabled sessions do not take place,
additional directed learning may be provided, and/or students are expected to undertake
additional independent learning.
PREREQUISITES AND CO-REQUISITES
None
UNIT DESCRIPTION
Marketing in the 21st Century is a very different entity compared to marketing even a
decade ago. It is therefore necessary to begin to develop effective marketing strategies
that take into account much of the new contemporary marketing developments that are
taking place within the global environment.
The Contemporary marketing unit examines the development of new marketing strategies,
incorporating the new technologies and globalisation. The unit also examines traditional
analytical methods, stakeholder management, ethics, sustainability, branding
relationships, implementation issues and marketing metrics. The trends in marketing
relationship management capabilities extending deeper into the vertical supply chain are
also discussed.
Emphasis is placed on implementing marketing strategies effectively. For this, a
simulation is also incorporated into the module. The simulation will be used to develop
the more analytical aspects of developing marketing strategies.
LEARNING OUTCOMES
On successful completion of the unit, students should be able to:
Knowledge and Understanding
K1 Explain the process for the development of effective marketing strategies
Cognitive Skills
C1 Synthesise ideas, information and opinion and evaluate contemporary strategic
marketing theory and its appropriateness within specific contexts. Present those ideas in a
logical fashion
C2 Critically assess and discuss, through the use of research and analysis, the
implementation of contemporary and traditional marketing strategy concepts within
organisations
Practical and Professional Skills
P1 Work in a group, developing effective marketing strategies within a time constrained
simulation
P2 Take a wide perspective in developing marketing strategies and implement them
within given organisational contexts.
Transferable and Key Skills
T1 Manage complex situations, communicate effectively, develop the ability to deal with
differing marketing problems.
T2 Learn independently and develop and sustain arguments leading to considered
conclusions and justification of recommendations
AREAS OF STUDY
Strategic marketing
Analysing markets
Contemporary thoughts in marketing and business ethics
Analysing markets and consumers, and trends such as Fairtrade
Stakeholder management through the vertical supply chain
Sustainability issues in developing marketing strategies
Branding relationships
Market orientation and the learning organisation
Measuring Marketing performance
The role of technology in marketing implementation, especially mobile
LEARNING AND TEACHING STRATEGY
Lectures will develop and discuss key strategic marketing theories and
concepts. Also directed reading of key texts and independent reading of additional texts
and journals will provide the basis for discussion and evaluation of core concepts and
contemporary issues within strategic marketing
The normal weekly contact will combine lectures, student-led discussions on strategic
marketing issues, discussions of academic papers and practical mini-case study exercises
as appropriate. There will also be an intensive marketing strategy simulation (Markstrat)
over three or four days, in which students will work in Groups.
Case studies and academic papers will be used in tutorial sessions for critical analysis and
evaluation. There will be student-led discussions on selected case studies.
Case study preparation and discussion and the written individual
assessment will require comprehensive research, analysis, evaluation and application and
the in class discussions and academic papers studied will develop analytical skills.
The case studies, discussion papers and individual assessment will develop a wide range of
written and oral communication skills.
The range of case studies and academic papers used will,
develop the ability to apply strategic marketing concepts and
to learn independently, and be able to apply those skills in a business situation.
The Markstrat simulation will develop students’ ability to analyse information effectively
in order to develop and implement marketing strategies.
ASSESSMENT STRATEGY
The unit will be assessed through both group work for in-class as well as the Markstrat
simulation development but formal assessment will be by individual coursework in order to
measure the student’s attainment of all the stated learning outcomes.
ASSESSMENT
AE1
Weighting:
Assessment type:
Length/duration:
Anonymous marking:
AE2
Weighting:
Assessment type:
Length/duration:
Anonymous marking:
50%
Individual Written Assignment 1
2500 words
Yes
50%
Individual Written Assignment 2
2500 words
Yes
Aggregation & Re-assessment Rules
Marks will be aggregated. Where a student is, through exceptional circumstances, unable
to attend the Markstrat component and has received approval for extentuating
circumstances for non-submission of the assessment, an individual alternative assessment
will be provided such as an essay on the theory and use of Markstrat in building business
knowledge. In the event of a referral students will be required to complete another
individual assessment of the same length but with a different brief.
Unit Authors: Mike Wilman and Ashok Ranchhod
Date of version: April 2010