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

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Learning Outcomes

On successful completion of this unit, students will be able to:
  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 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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