AP3EM4-Marketing Strategy

Module Provider: School of Agriculture, Policy and Development
Number of credits: 20 [10 ECTS credits]
Level:6
Terms in which taught: Autumn term module
Pre-requisites: AP1EM2 The Fundamentals of Business and Marketing or AP2SB3 Applied Marketing and Management or AP1EM1 Introduction to Marketing and AP2SB1 Business Management or AP1SB1 Introduction to Management and AP2EM1 Marketing Management
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2023/4

Module Convenor: Mr Akbar Karim
Email: a.a.karim@reading.ac.uk

Type of module:

Summary module description:

The module challenges students to develop a sophisticated understanding of the increasingly ‘glocal’ context within which businesses operate and to hone the ability diagnose marketing problems and create effective marketing strategy. You will be exposed to the theoretical frameworks and practical considerations driving effective strategic marketing decision making. The module encourages reflective and critical thinking throughout. Knowledge and skills developed on this module are applicable across any industry.

Aims:

To introduce students to research processes, with special emphasis on conclusive research design, techniques for primary data collection and tools for exploratory data analysis. The module includes the use of statistical software for selected statistical techniques and their applications in a consumer and market research environment. To build a further understanding of some of the key quantitative skills used by applied economists and business managers working in key marketing sectors.

Develop a clear understanding, supported by a portfolio of real world examples, of how companies approach market analysis and strategy formulation. 

Assessable learning outcomes:

• Identify sources of competitive advantage


• Demonstrate a critical understanding of applied marketing theory


• Understand how customer needs are identified and addressed through the deployment of integrated marketing communications


• Evaluate scholarly literature within the disciplines of advertising and branding


• Appreciate how different media and marketing channels may be leveraged to maximise the impact of advertising and brand activities


• Critically evaluate how companies and brands use advertising and branding techniques in the modern marketplace

Additional outcomes:

• Understand the powerful positive and negative influences that adverting and branding activities exert upon modern society


• Work successfully to present work to an audience


• Develop a greater appreciation of the commercial environment and an interest in contemporary business issues.

Outline content:

The course will cover all of the following topics, although the focus of the course may differ from year to year with some topics being given more emphasis depending on their topicality:

 

1. Strategic Analysis:

• The external environment: Identifying opportunities and threats. Obtaining and using environmental information. Porter’s Five Forces Model.


• The internal environment: Strategic capability. Strengths and weaknesses. Processes and frameworks.


• What is marketing strategy, how prescriptive can a strategy usefully be? A historical perspective on the role of marketing strategy.


• What does success look like? The role of marketing in corporate success.
  
   

2. Strategy Formulation and Implementation:

• Business-level strategy: Bases of competitive advantage. Sustaining competitive advantage. Segmentation strategy. Competitive strategy. Growth strategies.


• The deployment of branding and promotion to build customer-based equity.


• The role of integrated marketing communications (IMC) in brand building and brand positioning activities.


• Strategic decision-making to inform the design and deployment of branding and promotion campaigns.


• The importance of branding and promotion activities in shaping modern society.
  
   


• Strategic management at different stages of the product life cycle. Business models and patterns. Business Planning: the process and the application.

Brief description of teaching and learning methods:

Interactive lectures, blackboard lecture slides, learning resources: videos and further learning resources including Vlogs, blogs and industry websites (this is likely to change from term to term).

Contact hours:

	Autumn	Spring	Summer
Lectures	40
Guided independent study:
Wider reading (independent)	100
Exam revision/preparation	20
Advance preparation for classes	20
Preparation for presentations	20
Total hours by term	200	0	0
Total hours for module	200

Summative Assessment Methods:

Method	Percentage
Written assignment including essay	70
Oral assessment and presentation	30

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

This will consist of two assessments:

• An individual written assignment with a weighting of 70%


• A group presentation with a weighting of 30%

Formative assessment methods:

Penalties for late submission:

The Support Centres will apply the following penalties for work submitted late:

• where the piece of work is submitted 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 for each working day (or part thereof) following the deadline up to a total of five working days;
• where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

The University policy statement on penalties for late submission can be found at: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/penaltiesforlatesubmission.pdf
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.

Assessment requirements for a pass:

A mark of 40% overall.

Reassessment arrangements:

By a two part essay in August/September only.

Additional Costs (specified where applicable):

Last updated: 10 October 2023