This unit reviews the theoretical underpinnings of marketing strategies. The unit is presented in a critical manner, ensuring students contextualise theoretical propositions, and the use of evidence-based corroboration allows the student to use empirical knowledge to develop the most appropriate strategies in practice.
Unit details
Location:
Study level:
Postgraduate
Credit points:
12
Unit code:
BHO5525
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Learning Outcomes
| 1. | Critique whether formal planning procedures assist organisations in developing better marketing strategies and present this through individual and group based tasks; | ||
| 2. | Critically evaluate strategic management philosophies including the assumptions behind segmentation, targeting and positioning and outline these in both individual and group based work; | ||
| 3. | Generate and evaluate a range of alternative strategies in meeting the organisation's objectives; | ||
| 4. | Formulate a marketing strategy based on justifying and interpreting theoretical propositions in evidence-based professional decision-making; and | ||
| 5. | Defend and justify the implications of alternative theoretical frameworks associated with applying alternative strategic marketing plans and elucidate these through individual and group-based assignments. |
Assessment
| Assessment type | Description | Grade |
|---|---|---|
| Test | Questions and Case Study | 15% |
| Essay | Individual Assignment | 25% |
| Presentation | Group Presentation | 20% |
| Report | Group Assignment | 40% |
Required reading
Marketing Strategy and Competitive Positioning (Fifth Edition)
Hooley, G, B. Nicouland and N. Piercy (2011)
Pearson, Essex.
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