Skip to main content

IB805 - Strategic Marketing

  • Module code: IB805
  • Module name: Strategic Marketing
  • Department: Warwick Business School
  • Credit: 10

Content and teaching | Assessment | Availability

Module content and teaching

Principal aims

"This module aims to build upon the basic foundations laid by the Market Analysis module. It seeks to extend the depth and breadth of knowledge about the marketing strategy development and implementation process, covering, in particular, topics concerning the conceptual scope of marketing strategy, the identification and evaluation of strategic marketing approaches, and the selection and implementation of strategies. The main emphases are: further to develop decision-making skills with a focus on appropriate analysis, implementation and managerial implications; critically to 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 particularly in terms of customers, competitors, channels and the corporation. "

Principal learning outcomes

Subject knowledge and understanding: define marketing strategy’s scope and composition; understand the general process for identifying and selecting marketing strategies; understand key concepts and useful frameworks and models for well-directed and useful market analyses; understand how to develop a market-led strategy of sustainable competitive advantage; recognise approaches to focus on customers and neutralise competitor’s actions; understand alternative approaches for a firm’s growth and possible diversification strategy; understand the practicalities of marketing strategy implementation. Key Skills: Demonstrate decision making skills – developed through the process of making recommendations to enhance the effectiveness of firms’ marketing strategies as a result of case study and independent organisational analyses; Demonstrate written communication skills – developed through the process of preparing and writing an individual assessment; Demonstrate oral communication skills – developed through case study presentation, including discussions of the theoretical and practical implications of the case studies; Demonstrate interpersonal skills – developed through discussion of web search exercises, video analysis exercises, and case study discussions; Demonstrate leadership skills – developed through case study presentation preparations; Demonstrate analytical skills – developed through case study analyses, web search exercise analyses, and (where appropriate) video analysis exercises. Cognitive Skills: Demonstrate problem formulation skills – developed by identifying problem areas in firms’ marketing strategies examined during independent study and interaction with fellow participants; Demonstrate critical thinking skills – developed by challenging the concepts and models presented in the module through independent study and interaction with fellow participants. Subject-Specific/Professional Skills: Demonstrate market research and sensing skills – developed through web search exercises, independent study and interaction with fellow participants.

Timetabled teaching activities

"Total contact hours: 12 (plus 6 optional); Module duration (weeks, if applicable): 10 months Other (please describe):e.g. distancelearning, intensive weekend teaching: Distance Learning, full day at compulsory seminar(including evening session)."

Departmental link

https://my.wbs.ac.uk

Module assessment

Assessment group Assessment name Percentage
10 CATS (Module code: IB805-10)
A4 (Assessed work only) Individual Assignment 100%

Module availability

This module is available on the following courses:

Core

N/A

Optional Core

N/A

Optional
  • Postgraduate Taught Business Administration (Executive) (N1P9) - Year 10
  • Postgraduate Taught Business Administration (Executive) (N1P9) - Year 2
  • Postgraduate Taught Business Administration (Executive) (N1P9) - Year 3
  • Postgraduate Taught Business Administration (Executive) (N1P9) - Year 4
  • Postgraduate Taught Business Administration (Executive) (N1P9) - Year 5
  • Postgraduate Taught Business Administration (Executive) (N1P9) - Year 6
  • Postgraduate Taught Business Administration (Executive) (N1P9) - Year 7
  • Postgraduate Taught Business Administration (Executive) (N1P9) - Year 8
  • Postgraduate Taught Business Administration (Executive) (N1P9) - Year 9
  • Postgraduate Taught Business Administration (Distance Learning) (N1PW) - Year 2
  • Postgraduate Taught Business Administration (Distance Learning) (N1PW) - Year 3
  • Postgraduate Taught Business Administration (Distance Learning) (N1PW) - Year 4
  • Postgraduate Taught Business Administration (Distance Learning) (N1PW) - Year 5
  • Postgraduate Taught Business Administration (Distance Learning) (N1PW) - Year 6
  • Postgraduate Business Administration (Executive) London (N1Q1) - Year 1
  • Postgraduate Business Administration (Executive) London (N1Q1) - Year 3
  • Postgraduate Taught Business Administration (Distance Learning) (N1Q2) - Year 2
  • Postgraduate Business Administration (Executive) London (N1Q4) - Year 1