Learning Outcomes:
This course integrates the knowledge of market and competitor analysis with strategic business considerations, to achieve superior performance in sales growth, market share and profit contribution. It is designed to introduce various topics in strategic marketing such as organisational strategy; defensive strategies; competitive and life-cycle strategies at the level of the business unit; portfolio analysis, diversification and differentiation; and social, ethical, technological and global issues as they impact on marketing performance. Besides understanding the theoretical foundations, participants are required to address the application of marketing principles to real life or simulated situations. The programme is devised to stimulate learning "by doing" and as such the course requires students to use your knowledge via case studies and projects. Students examine the marketing and promotional function with special emphasis on the role of Integrated Marketing Communications in the development and implementation of a Customer Relationship strategy.
At the completion of this unit a student should be able to:
Demonstrate an understanding of, and be able to explain, the relationship between corporate and marketing strategy;
Conduct and report on market situation analysis, taking into account the ethical implications of marketing proposals;
Working both autonomously and collaboratively, design and evaluate competitive marketing strategies;
Demonstrate an understanding of, and be able to explain, the need for evaluation and reformulation of marketing strategies in local and international contexts.
Differentiate between the various marketing mix tools and select the most appropriate combinations to achieve strategic objectives
Understand and apply the concept of integrated marketing communication
PART A - Submission of Project outline, structure and chosen references for the Literature Review and Critical Analysis of the given topic
Report 1: steps for assignment
2: what would be headings
3: reference for research.
4: should be in bullet points not 250 words.
PART B - Submission of Literature Review and Critical Analysis of the given topic Assessment 1
Individual Literature Review
Brand switching (or Churn) is a major problem in the telecommunications industry. You are required to review the current literature on Brand Switching and write a literature review which could be suitable for publication in an academic marketing journal
Your essay must include at least 7-10 current peer reviewed (scholarly) journal articles in addition to any textbook references.
The Literature review is in TWO PARTS
PART A - Project plan, structure and chosen references in a summary of no more than 250 words uploaded to Moodle by week 3
PART B - The literature review of upto 2000 words uploaded to
Topic
Analysis of academic literature on topic
Identified the
Dominant contemporary themes and critically discussed them
Correctly analysed the real world applications of the concept and applied the relevant theories
Presentation and referencing