Teaching Responsibility
LJMU Schools involved in Delivery:
Liverpool Business School
Learning Methods
Lecture
Seminar
Workshop
Module Offerings
5035BUSMK-SEP-MTP
Aims
This module aims for students to be able to acquire knowledge about issues and dimensions of strategy in relation to marketing activities. To recognise the importance of both internal and external organisational factors, in determining the competitive success of organisations, as well as the marketing activities that influence this success. It also aims for students to appreciate the key issues when implementing marketing orientated strategy, and for students to be able to apply theoretical knowledge to practical situations involving strategic management and marketing. Providing the students real world strategies in practice, as well as the relevant academic theories and knowledge.
Learning Outcomes
1.
Critically evaluate the strategic nature of marketing decisions, its processes and stakeholder behaviours.
2.
Recognise the relationship between strategic identification , marketing formulation and implementation.
3.
Critically analyse the competitive environment in which an organisation is located.
4.
Recognise and articulate the importance of obtaining and sustaining a competitive advantage.
Module Content
Outline Syllabus:1. Strategy & planning in marketing context
2. External audit
3. Internal audit
4. Product & brand extension strategies
5. Digitisation strategies
6. Internationalisation strategies
7. Own branding strategies
Module Overview:
This module will provide an integrated approach into the study of strategy with a marketing orientation, and to further understand the role that strategy plays in key marketing decisions within organisations.
This module will provide an integrated approach into the study of strategy with a marketing orientation, and to further understand the role that strategy plays in key marketing decisions within organisations.
Additional Information:To provide an integrated approach into the study of strategy with a marketing orientation, and to further understand the role that strategy plays in key marketing decisions within organisations.