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IB98P - Advanced Marketing Management

  • Module code: IB98P
  • Module name: Advanced Marketing Management
  • Department: Warwick Business School
  • Credit: 15

Content and teaching | Assessment | Availability

Module content and teaching

Principal aims

This module will: Further develop decision-making skills with a focus on appropriate analysis, implementation and managerial implications; Critically evaluate strategic marketing analysis methods with respect to their validity and relevance in changing and static marketplaces; Explore the impact of marketing decisions upon the long-term evolution of market structures; Emphasize the strategic marketing process in a cross-functional context; Develop students’ critical and analytical marketing skills through appropriate marketing case study, group work and presentations.

Principal learning outcomes

Subject Knowledge: Define marketing management’s scope and composition; Identify and analyse strategic marketing process issues in dynamic markets; Analyse and justify strategic marketing decisions; Identify and analyse strategic issues confronting managers of the strategic marketing process; Identify organizational context issues relating to the implementation of strategic marketing plans; Analyse the general processed for identifying and selecting marketing strategies; Recognise and analyse approaches to focus on customers and neutralise competitor’s actions. Cognitive Skills: Demonstrate the use of subject relevant analysis and analytic techniques; Demonstrate an ability to synthesise meaning from complex information; Analyse case studies and propose potential solutions to marketing management problems; Understand the processes of marketing strategy and management decision making. Subject specific/professional skills:Use and application of key concepts and frameworks; Demonstrate a breadth and depth of analytical frameworks and their application to strategic marketing issues; Demonstrate market research and sensing skills – developed through web search exercises, independent study and interaction with fellow participants. Key Skills:Demonstrate written communication skills, developed through the process of preparing and writing an individual assignment and preparation of presentations; Oral communication skills developed via in-class discussion and formal group presentations; Problem solving skills via group and individual analysis of marketing related problems; Leadership team-building and project management skills via group activities; Demonstrate creativity and openness to new ideas – developed through group work and individual assignment.

Timetabled teaching activities

Total contact hours: 27 hours; Lectures per week: 9 x 1.5 hours; Tutorial per week: 9 x 1.5 hours; Module duration (weeks, if applicable): one week.

Departmental link

Module assessment

Assessment group Assessment name Percentage
15 CATS (Module code: IB98P-15)
A1 (Assessed work only) 2500 word essay 80%
  In-Class Group Presentations 20%

Module availability

This module is available on the following courses:

  • MSc in Marketing and Strategy (N500) - Year 2
Optional Core