24808 Advanced Marketing Strategies

Subject level: Postgraduate

Handbook description

Marketing theory and practice evolve constantly, with new frameworks and tools being developed. This subject provides an overview of the most current marketing thinking and illustrates how recent advances can be applied to the workplace to create value for organisations. It develops general management competencies so that decisions concerning marketing can be made more confidently.

Subject objectives/outcomes

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

1. Have an appreciation for leading-edge developments in marketing strategy and implementation.
2. Understand, as general managers, how these leading-edge developments can be utilised to establish strong marketing capabilities that drive profitable marketing in their organisations.
3. Understand, as general managers, how the relationships between marketing and other functional areas of the firm can be managed.
4. Develop new approaches for creating customer value in emerging global, electronic and collaborative environments.

Contribution to graduate profile

Marketing theory and practice constantly evolve as new strategic frameworks and tools are developed. This subject provides an overview of some of the most current marketing thinking and illustrates how recent advances can be applied to the workplace to create value for organisations. It develops general management competencies to enhance decision making concerning marketing.

Teaching and learning strategies

The subject material is developed from current state-of-the-art research being conducted in the School of Marketing and elsewhere. Content is discussed using a combination of lectures, case studies based on research experience, and in-class discussions. There is a commitment to critical enquiry and intellectual debate with regard to the material covered, and students are encouraged to explore the relationship between the theories and practice.

Participants will be required to work individually and in small groups. The learning experience is enhanced by the active participation of students who can draw on a wide range of business experiences and backgrounds, which inform class discussions.

Content

The specific content of this subject will vary from time to time as new theories and frameworks emerge. Illustrative topics may include:

• Integrating marketing metrics - measuring marketing performance
• Using customer insights to develop a sustainable marketing strategy
• Essential skills to succeed in leveraging marketing, services and sales
• Building brand equity
• Creating a market-oriented company - internal marketing
• Advances in below-the-line promotions
• New technology and marketing – virtual marketing
• Building and leveraging market intelligence capabilities
• Marketing alliances & networks
• Managing marketing ethics and morality

Assessment

Assessment item 1: Project Report (Individual)