Content and teaching | Assessment | Availability

Module content and teaching

Principal aims

The objectives of the module are to: identify and evaluate why markets have arisen and the importance of oligopolistic models of competition. How the corporation came into existence and how consumers and competition became key priorities for strategic decision makers; provide a basis for challenging conventional strategy and marketing frameworks and techniques and questioning the value of traditional practices; identify a selection of key paradigmatic approaches to marketing and strategy and the challenges faced by strategists in contemporary organisations; and provide a basis for challenging and interrogating conventional frameworks and theoretical approaches.

Principal learning outcomes

By the end of this module you should be able to: understand key parameters of today's marketing and strategy disciplines; locate marketing and strategy knowledge within the modern management field; demonstrate knowledge of several of the most important contemporary and controversial issues in the theories of marketing and strategy; demonstrate an informed and critically aware intellectual stance to marketing and strategy knowledge; demonstrate an integrative understanding of the relationship between theory and practice in the marketing and strategy areas; and demonstrate written and oral communication skills, presentational skills, and cooperative and teamworking skills.

Timetabled teaching activities

1 x 2 hour lecture per week, 1 x 1 hour seminar per week

Departmental link

Module assessment

Assessment group Assessment name Percentage
12 CATS (Module code: IB117-12)
A (Assessed work only) Written Assignment (12 CATS) 100%
15 CATS (Module code: IB117-15)
A (Assessed work only) Written Assignment (15 CATS) 100%

Module availability

This module is available on the following courses:

Optional Core