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Module Title: Marketing Strategy

Module Director: Mr Stephen Jones

Available Routes:

Core Module: Accelerated route; Elective module: Full route

This module critically evaluates the contributions of various schools of thought in marketing and examines the relevant analytical models and management practices, with emphasis on the strategic importance of marketing to all organisations. It makes use of appropriate case studies and discussions to examine the key features of successful marketing campaigns and equips students with the skills necessary to critically evaluate the various theories and apply those most relevant within their companies / organisations.

Aims & Objectives

On completing this module students will:

  • Understand the key theories and concepts of marketing strategy and its applicability to the banking and financial industries;
  • Understand how market research and information can be used to assist companies in reaching and expanding their customer base;
  • Analyse the marketing techniques and strategies used by their own and competitor companies and critically evaluate the success / appropriateness of these strategies;
  • Be able to critically evaluate the various marketing strategies and decide upon the most appropriate for use within their company;
  • Understand the role of marketing strategy in all companies and its contribution to the overall success of the company.

Key Text:

Principles and Practise of Marketing 7th Edition—D Jobber

Means of Assessment:

This module is assessed by means of a single mini-project of 5,000 words in length.

Unit One:

The Unit examines how organisations can operate this philosophy by analysing their customers and how decisions are made about purchases.

On completion of this unit you should appreciate:

  • How the philosophy of marketing has developed over time
  • The benefits of planning marketing
  • How individual consumers behave
  • How organisations buy
  • The forces operating in the marketing environment
  • How marketing research and information systems can assist in understanding environmental change
  • Why and how markets should be segmented
  • The unique characteristics of the marketing of services

Unit Two:

Unit Two starts from a recap of an organisation’s orientation towards marketing & how this relates to a range of stakeholders in the marketing environment. It then examines how competing solutions can be analysed.

On completion of this unit you should appreciate:

  • How to analyse competitors
  • The sources of competitive advantage
  • The management of existing products with a particular emphasis on the role of branding & re-branding
  • The process of developing new products
  • The pricing of products
  • The particular issues of creating service offerings

Unit Three:

In this unit a broad outlook on “communicating” is presented:

  • An awareness of the need to market not only to external customers, but also to internal customers to behave ethically in communicating with all stakeholders the benefits & challenges of a particular form of direct communication – the Internet
  • The need for an Integrated Marketing Communications strategy
  • The particular role of communication in the marketing of service activities.

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