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Curricular information is subject to change
By the end of this module students should be able to:
1. Understand what Business Strategy is and be able to employ strategic thinking frameworks to facilitate strategic planning, specifically using the OGSM model.
2. Be able to create Marketing Strategies that are capable of winning in today’s Consumer, Competitive and Market environments.
3. Understand the role of Consumer Insights and be able to define Brand Equity & Consumer Value Propositions.
4. Appraise & strategically assess Demand Creation executions.
5. Produce a strategically-sound Strategic Marketing plan for an organisation, product or service
Student Effort Type | Hours |
---|---|
Lectures | 24 |
Specified Learning Activities | 44 |
Autonomous Student Learning | 32 |
Total | 100 |
Not applicable to this module.
Description | Timing | Component Scale | % of Final Grade | ||
---|---|---|---|---|---|
Continuous Assessment: Construct an OGSM | Week 7 | n/a | Graded | No | 10 |
Assignment: "Take Home" assessment - write a Strategic Mrketing plan - to be written by students after lecture series completion. | Coursework (End of Trimester) | n/a | Graded | No | 60 |
Attendance: Class contribution (live Zoom sessions & Brightspace discussion board) | Throughout the Trimester | n/a | Graded | No | 20 |
Continuous Assessment: "Take Home" assessment - construct a Brand Equity Statement | Week 10 | n/a | Graded | No | 10 |
Resit In | Terminal Exam |
---|---|
Spring | Yes - 2 Hour |
• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
• Peer review activities
Feedback to short written assessments will be given in-class as a general overview of all submissions. Feedback will focus on developing themes throughout lectures and help direct writing of final written assessment. Individual feedback on request after final grades, through formal channel.