Content and teaching | Assessment | Availability

Module content and teaching

Principal aims

This module provides a broad introduction to the marketing concept and the role of marketing in the organisation. It is intended as a basic foundation module to orientate Warwick MBA students with respect to the marketing remit and core concepts. The primary aims of this Market Analysis module are to: (1) develop a wider understanding of the role and value of marketing and marketing strategy in today’s increasingly competitive, dynamic and turbulent environment; (2) provide the skills to analyse diverse marketing situations, identify marketing opportunities and threats, and understand an organisation’s ability to respond to them; (3) encourage transfer of the concepts and techniques covered to the student’s work environment; (4) present a topical overview of the core themes addressed by marketing orientated organisations, where they are commercially focused or not for profit / public sector; (5) explain the core process of marketing: marketing analyses, strategising, plus tactical programmes and controls required to facilitate the implementation of the recommended marketing strategies; (6) establish what is deemed to constitute an organisation demonstrating a ‘marketing orientation’.

Principal learning outcomes

SUBJECT KNOWLDEGE AND UNDERSTANDING: identify emerging market opportunities and threats; understand targeted customers’ decision-making and associated; choice criteria; determine competitive advantage; develop a target market strategy; convey a strong brand to targeted customers; enact a marketing strategy via appropriate marketing programmes; analyse market conditions and determine appropriate response strategies; address operational concerns associated with implementing marketing strategies and programmes; relate organisational context issues to the roll-out of effective marketing strategies and programmes; understand the processes of market assessment and marketing strategy formulation. COGNITIVE SKILLS: Skills of market analysis and supporting analytical techniques; Skills of synthesis; Capability to analyse cases, diagnose problems and propose remedies. KEY SKILLS: Written and verbal communication skills; Developed problem solving skills; Leadership and team working skills. SUBJECT-SPECIFIC/PROFESSIONAL SKILLS: Practical frameworks and topical concepts will provide an awareness of analytical frameworks and their application to strategic marketing issues.

Timetabled teaching activities

Total contact hours: 30; Lectures per week: 30; Module duration (weeks, if applicable): 5days; Other: Intensive five days of teaching and collaborative group work

Departmental link

Module assessment

Assessment group Assessment name Percentage
10 CATS (Module code: IB703-10)
A (Assessed work only) Individual Assignment (2500 words) 60%
  Group Presentation 20%
  Business Simulations 20%
A1 (Assessed work only) Group Presentation 20%
  Individual Assignment (3000 words) 80%

Module availability

This module is available on the following courses:

Optional Core