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IB387 - Marketing Strategy

  • Module code: IB387
  • Module name: Marketing Strategy
  • Department: Warwick Business School
  • Credit: 12, 15

Content and teaching | Assessment | Availability

Module content and teaching

Principal aims

This module is concerned with strategic marketing. The focus is on strategic market management decisions which have a long-term impact on the organisation and which are difficult and costly to reverse. The strategic marketing decision-making process is supported by external analysis (analysis of the organisation's environment) and internal analysis.

Principal learning outcomes

By the end of this module you should be able to: conduct external and internal analyses that support the development of marketing strategies; identify and address relevant strategic questions; Understand and work with a set of useful and important concepts such as unmet needs, strategic groups, sustainable competitive advantage, risk, key success factors, strategic opportunities or threats, strategic strengths, weaknesses, or problems, strategic uncertainties, vision, product markets, segmentation, industry structure, portfolio analysis, and scenarios; uunderstand the basic processes underlying the evolution and development of competitive markets; appreciate the nature of both sustainability and erosion in the context of competitive advantage in such markets; and recognise in general the ways in which both customer and technology evolution can substantially influence such processes; apply these various concepts to any number of specific commercial situations.

Timetabled teaching activities

1 x 2 hour lecture per week

Departmental link

http://www.wbs.ac.uk/students/undergraduate/

Module assessment

Assessment group Assessment name Percentage
12 CATS (Module code: IB387-12)
C1 (Assessed/examined work) Assessed Course Work 50%
Examination - Main Summer Exam Period (weeks 4-9) 50%
Assessed Course Work 100%
15 CATS (Module code: IB387-15)
C2 (Assessed/examined work) Assessed Course Work 50%
Examination - Main Summer Exam Period (weeks 4-9) 50%

Module availability

This module is available on the following courses:

Core

N/A

Optional Core

N/A

Optional
  • Undergraduate Physics and Business Studies (F3N1) - Year 3
  • Undergraduate Physics and Business Studies (with Intercalated Year) (F3ND) - Year 4
  • Undergraduate Chemistry and Business Studies (FN11) - Year 3
  • Chemistry and Business Studies(with Intercalated Year) (FN12) - Year 4
  • Undergraduate Mathematics and Business Studies (with Intercalated Year) (G1N2) - Year 4
  • Undergraduate Mathematics and Business Studies (G1NC) - Year 3
  • Undergraduate Computer and Management Sciences (G5N1) - Year 3
  • Undergraduate Computer and Management Sciences (with Intercalated Year) (G5NA) - Year 4
  • Undergraduate Mathematics and Economics (GL11) - Year 3
  • Undergraduate Mathematics and Economics (with Intercalated Year) (GL12) - Year 4
  • Undergraduate Computer and Business Studies (GN51) - Year 3
  • Undergraduate Computer and Business Studies (with Intercalated Year) (GN5A) - Year 4
  • BSc Engineering and Business Studies (HN11) - Year 3
  • Undergraduate Economics 3 Year Variants (L100) - Year 3
  • Undergraduate Economics 4 Year Variants (L103) - Year 4
  • Undergraduate Economics 4 Year Variants (L114) - Year 4
  • Undergraduate Economics 3 Year Variants (L116) - Year 3
  • Undergraduate Economics 4 Year Variants (L117) - Year 4
  • Undergraduate Law and Business Studies (MN31) - Year 3
  • Undergraduate Law and Business Studies (MN32) - Year 3
  • Undergraduate Law and Business Studies (MN32) - Year 4
  • Law and Business Four Year (Qualifying Degree) (MN34) - Year 3
  • Law and Business Four Year (Qualifying Degree) (MN34) - Year 4
  • Undergraduate Law and Business Studies with Intercalated Year (3+1) (MN35) - Year 4
  • Undergraduate Law and Business Studies with Intercalated Year (4+1) (MN36) - Year 4
  • Undergraduate Law and Business Studies with Intercalated Year (4+1) (MN36) - Year 5
  • Undergraduate Law and Business Studies (Qualifying Degree) with Intercalated Year (MN37) - Year 4
  • Undergraduate Law and Business Studies (Qualifying Degree) with Intercalated Year (MN37) - Year 5
  • Undergraduate International Business (N140) - Year 4
  • Undergraduate International Business with French (N1R1) - Year 4
  • Undergraduate International Business with German (N1R2) - Year 4
  • Undergraduate International Business with Italian (N1R3) - Year 4
  • Undergraduate International Business with Spanish (N1R4) - Year 4
  • BSc in Management (N201) - Year 3
  • BSc in Management (with Intercalated Year/UPP) (N202) - Year 4
  • BSc in International Management (N203) - Year 4
  • BSc in Management (with Intercalated Year/UPP) (N210) - Year 4
  • Undergraduate Accounting and Finance (NN35) - Year 3
  • Undergraduate Accounting and Finance (with Intercalated Year/Undergraduate Partnership Programme) (NN36) - Year 4
  • Undergraduate Accounting and Finance (with Intercalated Year/Undergraduate Partnership Programme) (NN37) - Year 4
  • Undergraduate Philosophy, Politics and Economics (V7ML) - Year 2
  • Undergraduate Philosophy, Politics and Economics (V7ML) - Year 3
  • Undergraduate Philosophy, Politics and Economics (with Intercalated year) (V7MM) - Year 4
  • Undergraduate Philosophy, Politics and Economics (V7MP) - Year 2
  • Undergraduate Philosophy, Politics and Economics (V7MP) - Year 3
  • Undergraduate Philosophy, Politics and Economics (V7MR) - Year 2
  • Undergraduate Philosophy, Politics and Economics (V7MR) - Year 3
  • Undergraduate Philosophy, Politics and Economics (V7MR) - Year 4
  • Undergraduate Philosophy, Politics and Economics (with Intercalated year) (V7MS) - Year 4