BUSM208
Strategic Marketing
2024/2025
Module Level Learning Outcomes to be assessed
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No
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Module
Learning
Outcome
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Description
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1
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A1
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Examine and evaluate marketing strategies and apply them to specific businesses contexts
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2
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A4
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Examine key issues associated with the implementation of marketing strategies and marketing campaigns
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3
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B3
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Apply marketing knowledge to analyse, deconstruct and solve strategic marketing problems
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4
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B5
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Be able to develop and present a market-led strategy of sustainable competitive advantage.
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5
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B6
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Demonstrate an understanding of the practicalities and limitations of marketing strategy implementation
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6
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C1
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Develop and further strengthen the ability to think creatively and reflect critically
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7
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C4
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Demonstrate market research and sensing skills - developed through web search exercises, independent study and interaction with peers
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Assurance of Learning (selected modules only): contribution to Programme Level Learning Outcomes
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No
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Programme Learning Outcome
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Description
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1
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LO 1.4
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Advance qualitative and quantitative research skills
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2
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LO 1.6
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Engaging with notions of business innovation, entrepreneurial behaviour and enterprise development, and the management and exploitation of intellectual capital
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3
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LO 2.4
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Apply conceptual and practical strategic interventions to the global marketplace
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4
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LO 2.7
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To creatively, and in instrumental terms improve business and management practice, including within an international context.
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5
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LO 2.8
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Establish criteria, using appropriate decision-making techniques including identifying, formulating and solving business problems
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6
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LO 3.6
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Development of lifelong learning skills, including engendering an enthusiasm for business and continuing personal and professional development
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Assessment instructions for students (as per QMPlus ‘Assessment Information’ tab)
1. The module learning outcomes being assessed
See above.
2. Instructions and guidance
Assessment: Individual Report (100%), 3000 words excluding appendices (4000 words including appendices)
Submission date: 16th April 2025, Wednesday, 15:00 pm.
Part 1 (85%) The length of the report should be no more than 2500 words excluding references and appendices. Marks may be deducted if you overshoot the word limit. The stated word counts may be exceeded by a maximum of 5%. Please pay attention to writing and referencing style.
The preparation of this individual report and the exchange of experiences in the classrooms or group meetings are major learning aspects of the Markstrat simulation. This assessment requires you to prepare a report which may be considered as briefing to the new CMO which will take over the management of the firm who you have been handling during the simulation.
The report should demonstrate your understanding and application of the conceptual frameworks and topics discussed in this module, and how they have been applied in the MarkStrat simulation. The report should include the following elements
(Review) analysis of your performance
(Key Decisions) main strategies pursued
(Adjustments to Strategy) main adjustments made to changes in the environment
(Learnings) key points learned through past successes and failures
(Recommendations) for the future
The coherence of report structure and clarity in the overall presentation of the arguments, as well as the appropriate use of evidence and cases to support your arguments, are essential.
Part 2 (15%) Individual reflection on your MarkStrat learning experience during this module (500 words max).
1) What have you learned comparing before and after your MarkStrat simulation experience especially when it comes to practical applications of marketing strategy concepts?
2) In retrospect, what would you have done differently to improve your learning experience
3. Assessment rubric with weighted criteria
Part 1: Simulation Score15%
Part 1: Main analysis 60%
Part 1: Structure & use of evidence, graphs and appendices 10%
Part 2: Individual reflection 15%
4. Assurance of Learning measures: performance thresholds for assessment criteria
“significantly exceeds expectations” [outstanding/excellent] at equivalent of 70+, “exceeds expectations” [good] at equivalent of 60-69, “meets expectations” [average] by achieving equivalent of 50-59; “does not meet expectations” [poor/outright fail] at equivalent of 49 or less