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
2023/4, 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:

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: