Core Module Information
Module title: Marketing Strategy for Business Leaders

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT11123
Module leader: Mavis Gutu
School The Business School
Subject area group: Marketing

There are no pre-requisites for this module to be added

Description of module content:

The module introduces marketing strategy as fundamental to organisations’ strategic planning, formulation, implementation, measurement, and control. Marketing involves value creation and the exchanges amongst customers and society. The module critically examines strategic marketing planning processes, customer identification, customer needs, and how these can be satisfied in a challenging and competitive global marketing environment.

Contemporary marketing concepts and theories are introduced to examine the micro and macro marketing environment. This is examined as part of organisations’ marketing processes, linking to digital marketing communications. The module aims to develop your critical thinking and analysis skills so you can make effective and evidence-based strategic marketing decisions. This will create an awareness for the role of marketing strategy in business.

Topics you will cover include: The marketing environment, marketing mix, segmentation, branding, and innovation issues of marketing sustainability including aspects of market research and analysis.

The module content will be delivered using practical examples and case studies that aim to develop critical, analytical, and problem-solving skills.

Learning Outcomes for module:

LO1 Evaluate the role and function of marketing within both “for-profit” and “not-for-profit” organisations.
LO2 Analyse internal and external marketing problems within macro and micro-organisational environments.
LO3 Apply relevant and appropriate marketing theory and frameworks to a range of business contexts.
LO4 Collaboratively curate appropriate marketing strategies to support marketing decision-making.
LO5 Generate and present solutions to marketing problems using problem solving and decision-making skills.

Full Details of Teaching and Assessment
2022/3, Trimester 1, FACE-TO-FACE,
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: CRAIGLOCKHAR
Member of staff responsible for delivering module: Mavis Gutu
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
This module has been designed to support your active engagement in your own learning and within the group. In this module, you will engage actively in your learning and professional development through the acquisition and investigation of knowledge (LO 1, LO 2, LO 3, LO 4, LO 5), collaborating in small groups (LO 4, LO 5), engage in discussions – online and in person (LO 3, LO 4, LO 5) and by practising skills (LO 3, LO 4, LO 5) and producing items of assessment – formative and summative.

Lectures will support the acquisition of new knowledge (LO 1 – LO 3); tutorials will provide the opportunities to extend your knowledge and its practical application (LO 1 – LO 5). The overall aim of the approaches designed into the module is to challenge your critical thinking and decision-making skills by applying appropriate frameworks and concepts to a range of business contexts. You will have the chance to apply your knowledge individually through a marketing report as well as collaboratively in a team.

The module design aligns with the Curriculum Enhancement Framework as follows:

- Citizenship and community provide students with employability and research and practice skills as they engage with the process of identifying a company and country to research and recommend suitable marketing strategies useful for the real world of work.

- Digital and information literacy provides students with skills to access information on a range of sources including real companies or brands to identify opportunities from a global outlook. Students explore Issues of impact of the marketing environment on the firm, implementation of sustainable marketing from packaging to environmentally friendly supply chains including ethics.

- All students have equal opportunity and access to information and resources.

Formative Assessment:
Formative learning opportunities are designed into this module and take a number of formats, including enabling you to engage with sources which will help you to better understand the strengths and limitations of your own work and peer-peer feedback. These opportunities will be scheduled into the module and their timing advised in the Assessment Brief.

Formal formative assessment, which is not credit bearing, but is required, will be structured around both items of summative assessment. The exact timing will be specified in the Assessment Brief and the format explained.

Summative Assessment:
1. Assessment 1:
Individual 2,500-word Marketing Plan. The report will consider the launch of a new product or service onto the market. Students will be required to conduct a marketing environmental analysis.
(LO1 TO LO3) (Due in week 8)

2. Assessment 2:
Presentation – 5 students per group
(LO4 and LO5) – weeks 11 & 12

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Tutorial 10
Face To Face Lecture 20
Independent Learning Guided independent study 170
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 65 LO1, LO2, LO3 8 , WORDS= 2500
Oral Presentation 35 LO4, LO5 11 HOURS= 00.20
Component 1 subtotal: 65
Component 2 subtotal: 35
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader