Module Details and Learning Outcomes
Aims
The aim of the Module is to support students to develop an understanding of the role of marketing within an organization both at a functional and strategic level. Students will be able to appreciate the tools, concepts and models used in undertaking a marketing audit and to enable them to evaluate the marketplace potential and risk from the perspective of the company’s unique selling proposition (USP). The students will have the opportunity to implement the concepts with the use of a simulation game.
Learning Outcomes
On successful completion of this module a student will be able to:
(1) Critically examine the theory of strategic marketing management and reflect on the relevance of these ideas to the development of strategies
(2) Critically evaluate and apply the marketing mix and implement an integrated marketing mix programme
(3) Reflect on, evaluate, and apply marketing metrics, including financial and nonfinancial measures
(4) Engage in tactical and strategic decision making within a marketing simulation game
(5) Critically reflect on and apply the knowledge of strategic marketing to practical case studies
