- Module code: IB98P
- Module name: Advanced Marketing Management
- Department: Warwick Business School
- Credit: 15
Module content and teaching
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.
|Assessment group||Assessment name||Percentage|
|15 CATS (Module code: IB98P-15)|
|A1 (Assessed work only)||2500 word essay||80%|
|In-Class Group Presentations||20%|
This module is available on the following courses:
- MSc in Marketing and Strategy (N500) - Year 2