Strategic Marketing:

MODULE EVALUATION

Discussion following module evaluation from the last run indicated the following needed to be considered:

• Increase time for more in-class discussion to allow for greater depth of case studies.

• More guidance to be provided for the two assessment and the first assessment to give informed guidance for the second assignment.

BRIEF DESCRIPTION

The aim of this module is to hone your skills of thinking strategically and to prepare you for key decision-making and implementation within an organisation, whether this is a global multi-national, an SME, or even small business start-up. We will be discussing different types of organisations, including profit making, public sector and the not- for- profit and charity sectors.

The module will build on your existing knowledge and understanding of marketing both from your perspective of a student of the subject but also from the perspective of a sophisticated consumer of products and services.

We will look at how organisation's offerings and marketing activities have to adapt to changing conditions(including customer tastes and trends) and how they compete in a marketplace which is usually dynamic and often saturated.

Basic questions managers have to make will be:

What is the Current Situation of the company its products brands and customers?

What Options does the organisation have and what changes might need to be taken and why?

What recommendations or course of action would you take as a manager?

What are the Implications of your recommendations?

LEARNING OUTCOMES:

1. To critically evaluate case material using a wide variety of marketing techniques, models and concepts.

2. Understand and apply competitive positioning strategies.

3. Demonstrate the ability to analyse numerical data and management information.

4. Synthesise various strands of subject knowledge from other marketing subjects.

5. Develop a creative and innovative strategic marketing plan.

6. Enhance personal skills in: Communications & literacy; Analysis and problem solving; Independent learning and group work; Information and Communications Technology.

The Assessment Brief.

Assessment 1: Critically appraise the current marketing strategy of Aldi Supermarkets in the UK. You are to review their in-store and marketing activities and offerings. You are to frame your assessment in the form of a report to the CEO of ALDI UK. You should conclude your report with your own personal recommendation(s) based on your analysis.

Assessment 2: For this assessment, you may choose a UK charity as the basis for your report. Using appropriate marketing theories to underpin your analysis, what do you see as key issues (problems) facing this organisation and what are your recommendations?. You are required to provide a rationale to your answer.