24807 Marketing Strategy in Practice

Subject level: Postgraduate

Handbook description

This is a highly personalised subject that brings students' classroom learning back to their companies. The project provides an opportunity for candidates to investigate a specific marketing issue faced by their employer (or a firm of their choice), to create competitive advantage in their markets and to add value to their organisations. This life-long learning process starts during classroom sessions and continues after the subject has concluded. Individuals conduct a strategic marketing analysis on their chosen organisation and solicit guidance on marketing issues from their faculty advisers. This process facilitates the development of a valuable, new competitive marketing strategy for each candidate's chosen firm.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Demonstrate an understanding of marketing theory, strategic frameworks and models in relation to a selected business context.
2. Demonstrate capabilities to apply those theories, strategic frameworks and models relevant to a specific marketing challenge or opportunity an organisation is confronted with.
3. Present findings in a well researched, structured, and concisely written report, including comprehensive and appropriate referencing.
4. Produce a marketing report that reflects high-quality marketing consultant level analysis and recommendations appropriate for application to marketing strategy and practice.

Contribution to graduate profile

Marketing Strategy in Practice is a highly personalised subject that brings students' classroom learning back to their companies. The project provides an opportunity for candidates to investigate a specific marketing issue faced by their employer (or a firm of their choice); to create competitive advantage in their markets and to add value to their organisations. The process starts during classroom sessions and continues after the subject has concluded as part of a life-long learning process. Individuals conduct a strategic marketing analysis on their chosen organisation and solicit guidance on marketing issues from their faculty advisors. This process facilitates the development of a valuable, new competitive marketing strategy for each candidate's chosen firm.

Teaching and learning strategies

Interactive orientation and review sessions will include workshop discussions, presenting progress reports and brief summaries of their project investigations. Web-based information, communication and feedback will complement group meetings where students discuss the content and progress of group work.

Content

• Marketing research analysis
• Marketing research planning
• Marketing research decision-making
• Marketing strategy
• Marketing tactics
• Marketing budgeting
• Marketing budgeting implementation
• Marketing budgeting auditing

Assessment

Recommended text(s)

O'Leary, Z. (2004) The Essential Guide to Doing Research. London: Sage

Indicative references

Comprehensive references and other study material will be provided based on the mix of projects selected.

Booth, W.C., Colomb, W.C. and Williams, J.M (2003) The craft of research, 2nd ed, The University of Chicago Press

Bryman, A. (1999) Quantitative Data Analysis with SPSS Release 8 for Windows; For Social Scientists, Routledge Publications

Diamantopoulos, A. and Schlegmilch, B.B. (1997) Taking the fear out of data analysis, The Dryden Press

Frankfort-Nachmias, C. and Nachmias, D. (1999) Research Methods in the Social Sciences, Edward Arnold

Gummesson, E. (1999) Qualitative methods in management research 2nd ed, Sage Publications

Hair, J.F., Black, W.C, Babin, B., Anderson, R.E., and Tatham, R.L. (2006) Multivariate data analysis with readings, Prentice Hall International; ISBN: 0130329290

Kvale, S. (1996) Interviews. An introduction to qualitative research interviewing, Sage Publications

Miller, D.C. (2002) Handbook of research design and social measurement. 6th ed, Sage Publications

Weber, R.P. (1990) Basic Content Analysis, Sage Publications