Unit details
Prerequisites
BHO1171 - Introduction to Marketing
BHO2434 - Consumer Behaviour
BHO2265 - Integrated Marketing Communications
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Learning Outcomes
1. | Demonstrate an understanding of the evolution of marketing strategic thought; | ||
2. | Compare, contrast and critically evaluate marketing managerial and strategic approaches to strategy formulation; | ||
3. | Demonstrate an understanding of alternative theoretical frameworks; | ||
4. | Analyse trends and identify growth opportunities in marketing; and | ||
5. | Formulate and recommend appropriate marketing strategies for creating competitive advantage. |
Assessment
Assessment type | Description | Grade |
---|---|---|
Test | Multiple Choice Test | 20% |
Case Study | In-class, open book case study scenario based | 30% |
Report | Marketing plan report (Group) | 35% |
Presentation | Marketing plan presentation (Group) | 15% |
Required reading
Strategic Marketing: Creating Competitive Advantage 3rd ed
West, D., Ford. J, Ibrahim, E. (2015)
Oxford University Press
Where to next?
As part of a course
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