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Strategic Marketing (BUS226)

Semester: A
Level: 5
Module code: BUS226
Module organiser: To be confirmed

Module overview

This module extends conceptually and operationally the core concepts of segmentation, targeting and positioning introduced in BUS101. Specifically, students will learn develop 'go to market' strategies, including the practice of, and critical evaluation of, the concepts and techniques that frame the process of marketing strategy development. An important part of this is applying and critically reflecting on the methods of analysing data to make marketing strategy decisions.

Assessment

  • 40% Coursework
  • 60% Examination

Indicative reading list

Anderson, Carl R & Zeithaml, Carl P (1984) Stage of the Product Life Cycle, Business Strategy, and Business Performance. Academy of Management Journal, 27(1), 5-24.

Day, George S (2003) Feeding the Growth Strategy. Marketing Management, 12(6), 15-21.

Kerin, Roger A, Varadarajan, P Rajan & Peterson, Robert A (1992) First-Mover Advantage: A Synthesis, Conceptual-Framework, and Research Propositions. Journal of Marketing, 56(4), 33-52.

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