MN5004 Marketing Strategy

Academic year

2024 to 2025 Semester 2

Further information on which modules are specific to your programme.

Key module information

SCOTCAT credits

20

The Scottish Credit Accumulation and Transfer (SCOTCAT) system allows credits gained in Scotland to be transferred between institutions. The number of credits associated with a module gives an indication of the amount of learning effort required by the learner. European Credit Transfer System (ECTS) credits are half the value of SCOTCAT credits.

SCQF level

SCQF level 11

The Scottish Credit and Qualifications Framework (SCQF) provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

Availability restrictions

Students enrolled in MLitt Marketing, not available as an optional module on any programme.

Planned timetable

Tuesday 2pm

This information is given as indicative. Timetable may change at short notice depending on room availability.

Module coordinator

Dr R Nikolaeva

This information is given as indicative. Staff involved in a module may change at short notice depending on availability and circumstances.

Module Staff

Dr Ralitza Nikolaeva

This information is given as indicative. Staff involved in a module may change at short notice depending on availability and circumstances.

Module description

Marketing strategy is inseparable from business strategy as marketing is business. Marketing Strategy is concerned with the creation of value propositions to distinct customer segments at the strategic level. The execution of a successful marketing strategy results in targeting, acquiring, retaining, and growing customers. The module examines the management of both strategy and organisation to build valuable customers and create stakeholder relationships leading to long-term company success. The content focuses on fundamental drivers of long-term firm prosperity and places the firm’s capabilities at the service of customers and other stakeholders and not the other way around; in other words, it uses the "outside in" strategic framework.

Assessment pattern

50% coursework 50% written examination

Re-assessment

100% written examination

Learning and teaching methods and delivery

Weekly contact

3 Hour combined Lecture and Tutorial (x 11 weeks)

Scheduled learning hours

35

The number of compulsory student:staff contact hours over the period of the module.

Guided independent study hours

160

The number of hours that students are expected to invest in independent study over the period of the module.

Intended learning outcomes

  • By the end of the module, students will be able to gain experience and confidence in thinking through and defining a managerial problem.
  • By the end of the module, students will be able to understand how marketing strategy should be formulated – seeing the business as a whole.
  • By the end of the module, students will be able to gain knowledge in creating and managing a customer-centric organisation.
  • By the end of the module, students will be able to gain knowledge and skills in using marketing metrics for evaluating marketing strategy effectiveness.