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MNM2STM: Strategic Marketing
Module code: MNM2STM
Module provider: Marketing and Reputation; Henley Business School
Credits: 15
Level: 7
When you'll be taught: Full year
Module convenor: Dr Anne Dibley, email: anne.dibley@henley.ac.uk
Pre-requisite module(s):
Co-requisite module(s):
Pre-requisite or Co-requisite module(s):
Module(s) excluded:
Placement information: No placement specified
Academic year: 2024/5
Available to visiting students: No
Talis reading list:
Last updated: 19 November 2024
Overview
Module aims and purpose
The module is designed to answer the question: ‘How can an organisation derive value from a marketplace?’ It enables practising managers to understand the underlying theoretical perspectives of the strategic management of markets across a range of organisational situations, and to make informed choices regarding the selection and development of marketing activities. Participants are taken through the cyclical activity of analysing a market; identifying value opportunities; and creating and delivering marketing programmes. Understanding what value means to customers is a core element of this module: value exploration, value creation and value delivery are all covered.Ìý Furthermore, the module emphasises the need for rigour in marketing metrics and the monitoring and evaluation of the outputs and ultimate return of the marketing investment to the organisation.
The module is designed for practising managers and aims to:Ìý
• raise awareness of marketing as both a philosophical and organisational perspective and also a strategic and tactical managerial function;
• develop an understanding of the practice of strategic marketing and the relevance of key marketing concepts;
• emphasise the importance of ethically and socially responsible marketing strategies.
Module learning outcomes
Assessable learning outcomes:
By the end of the module, it is expected that the student will be able to:
1. critically analyse theoretical explanations of marketing situations and assess their relevance;
2. synthesise, evaluate and discuss leading theories and models that are used to explain key concepts in strategic marketing;
3. recognise the external and internal forces that impact upon the choices involve d in strategic marketing with regard to the exploration, creation and delivery of customer value;
4. make distinctions between different types of data and information used to analyse markets, customers and stakeholders;
5. recognise the nature of relationships and partnerships that are vital to the delivery of customer value along with the importance of customer experience;
Additional outcomes:
By the end of the module it is expected that programme members will be able to demonstrate their ability to:
1. adopt a problem-solving approach and use a number of analytical tools to understand market-based problems.
2. communicate a coherent marketing strategy and gain acceptance for it from a range of levels of management within the organisation;
3. engage in critical debate regarding the role of marketing from a general management perspective;
4. participate in collaborative team-working.
Module content
The key topics covered in all modes of study address the aim of enabling programme members to develop an appreciation and understanding of:
• the marketing dilemmas facing the marketing manager
• principles of marketing research and intelligence gathering methods
• B2C and B2B buyer behaviour
• the process of segmenting, targeting and positioning
• basic concepts of brand management, innovation and new product development, pricing, channel management and integrated marketing communications including new forms of social networking and social media platforms
• the role of relationship management in B2C and B2B contexts, and the value of customer service and customer experience
• the need to evaluate and enhance the return of the marketing investment
• Global context:
• The module is taught with reference to international marketing situations.Ìý
Structure
Teaching and learning methods
The content is delivered through a blended learning approach. There are 2 days of taught sessions (module workshop), supported by a range of materials on the learning platform, Canvas; e.g. readings from journal articles and other sources, videos, presentations, practical activities for each topic and reflection points.ÌýÌýTutor support is also available online.
The contact hours are shown for one semester in the table below for illustrative purposes only, The actual timing will vary depending on your cohort start date.
Study hours
At least 15 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.
ÌýScheduled teaching and learning activities | ÌýSemester 1 | ÌýSemester 2 | Ìý³§³Ü³¾³¾±ð°ù |
---|---|---|---|
Lectures | |||
Seminars | |||
Tutorials | |||
Project Supervision | |||
Demonstrations | |||
Practical classes and workshops | |||
Supervised time in studio / workshop | |||
Scheduled revision sessions | |||
Feedback meetings with staff | |||
Fieldwork | |||
External visits | |||
Work-based learning | |||
ÌýSelf-scheduled teaching and learning activities | ÌýSemester 1 | ÌýSemester 2 | Ìý³§³Ü³¾³¾±ð°ù |
---|---|---|---|
Directed viewing of video materials/screencasts | |||
Participation in discussion boards/other discussions | |||
Feedback meetings with staff | |||
Other | |||
Other (details) | |||
ÌýPlacement and study abroad | ÌýSemester 1 | ÌýSemester 2 | Ìý³§³Ü³¾³¾±ð°ù |
---|---|---|---|
Placement | |||
Study abroad | |||
ÌýIndependent study hours | ÌýSemester 1 | ÌýSemester 2 | Ìý³§³Ü³¾³¾±ð°ù |
---|---|---|---|
Independent study hours |
Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.
Semester 1 The hours in this column may include hours during the Christmas holiday period.
Semester 2 The hours in this column may include hours during the Easter holiday period.
Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.
Assessment
Requirements for a pass
Students need to achieve an overall module mark of 50% to pass this module
Summative assessment
Type of assessment | Detail of assessment | % contribution towards module mark | Size of assessment | Submission date | Additional information |
---|---|---|---|---|---|
Written coursework assignment | Individual Assignment | 100 | 5000 words | To be submitted as per the submission schedule for the cohort. |
Penalties for late submission of summative assessment
This module is subject to the Penalties for late submission for Postgraduate Flexible programmes policy, which can be found at:
/cqsd/-/media/project/functions/cqsd/documents/qap/penaltiesforlatesubmissionpgflexible.pdf
The Module Convenor will apply the following penalties to work submitted late:
- where the piece of work is submitted up to one calendar month after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark;Ìý
- where the piece of work is submitted more than one calendar month after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.
Formative assessment
Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.
Workshop activities are undertaken to support formative assessment of the learning. These activities are not assessed for the purposes of the final module mark.Ìý
This formative assessment takes the form of feedback given to students at workshops on syndicate work, presentations and exercises.Ìý
Ìý
Reassessment
Type of reassessment | Detail of reassessment | % contribution towards module mark | Size of reassessment | Submission date | Additional information |
---|---|---|---|---|---|
Written coursework assignment | Individual assignment | 100 | 5000 words | To be submitted within 6 weeks of notification of module failure, date dependent on cohort entry and to be advised by the Programme Administrator | Capped at 50% for classification purposes |
Additional costs
Item | Additional information | Cost |
---|---|---|
Computers and devices with a particular specification | ||
Printing and binding | ||
Required textbooks | ||
Specialist clothing, footwear, or headgear | ||
Specialist equipment or materials | ||
Travel, accommodation, and subsistence | Expenses when attending workshops | Variable |
THE INFORMATION CONTAINED IN THIS MODULE DESCRIPTION DOES NOT FORM ANY PART OF A STUDENT'S CONTRACT.