Content and teaching | Assessment | Availability

Module content and teaching

Principal aims

The module aims to identify the critical questions about the way in which a company takes its goods and services to market that should be asked by business unit leaders, whatever their functional backgrounds, because these issues directly impact on profitability and shareholder value. The module also illustrates the need for a critical and analytical perspective on business processes and their development for the future.

Principal learning outcomes

By the end of the module you should be able to: deploy appropriate subject knowledge and understanding in order to identify and address the critical issues posed by the management of key marketing processes in organizations, in the context of the move from functional to process-based marketing; take a balanced view of a business unit or company implementation capabilities and the costs and risks versus opportunities in innovative market strategy, and develop implementation strategies reflecting professional skills in critical analysis and evaluations; demonstrate subject knowledge and understanding in order to clarify the impact of new buyer-seller models on management needs in developing key account and sales organizations; utilise a critical analytical perspective to evaluate the strategic position of a business unit or company in relation to its market and identify opportunities for superior positioning; use appropriate professional techniques to audit the quality of a business unit and company marketing plans and planning processes; display key skills in written and verbal communication and a practical research approach using database searches, effective teamwork in case study exercises and presentations in evaluating the drivers of success and the sustainability of contemporary organisations; display key skills in individual written work utilising literature searches and database searches to evaluate and assess key issues integral to the process and practical application of marketing management.

Timetabled teaching activities

1 x 2 hour session per week (lecture/case study/presentation and discussion)

Departmental link

http://www.wbs.ac.uk/students/undergraduate/

Module assessment

Assessment group Assessment name Percentage
12 CATS (Module code: IB3A5-12)
C (Assessed/examined work) Assessed Course Work 50%
Examination - Main Summer Exam Period (weeks 4-9) 50%
Examination - Main Summer Exam Period (weeks 4-9) 100%
Examination - Main Summer Exam Period (weeks 4-9) 100%
Assessed Course Work 100%
15 CATS (Module code: IB3A5-15)
C (Assessed/examined work) Assessed Course Work 50%
Examination - Main Summer Exam Period (weeks 4-9) 50%
Examination - Main Summer Exam Period (weeks 4-9) 100%
Examination - Main Summer Exam Period (weeks 4-9) 100%
Assessed Course Work 100%

Module availability

This module is available on the following courses:

Core

N/A

Optional Core

N/A

Optional