Module Catalogues, Xi'an Jiaotong-Liverpool University   
Module Code: MAN322
Module Title: Marketing Strategy
Module Level: Level 3
Module Credits: 5.00
Academic Year: 2019/20
Semester: SEM2
Originating Department: International Business School Suzhou
Pre-requisites: N/A
To develop an understanding of the theoretical and practical models used in the creation of marketing strategies.

To enable students to justify their strategic decisions and recommendations.

To develop an awareness of the influences of the 'new economy' on organization's marketing strategies.

To critically evaluate internal marketing strategies.

To develop a sound theoretical and practical understanding of marketing planning and control, and an understanding of the barriers that exist to effective implementation of strategy.
Learning outcomes 
On successful completion of the module, students will be able to:

(A) Understand and critically appraise a wide variety of strategic marketing concepts and models.

(B) Compare, contrast and evaluate the strategic options open to organisations in the contemporary world.

(C) Specify a clear rationale when choosing between strategic alternatives, and demonstrate the elements that can be used to create sustainable competitive advantage.

(D) Evaluate a range of methods for facilitating innovation in organisations.

(E) Conduct and evaluate a marketing audit, and prepare effective and efficient marketing plans.
Method of teaching and learning 
The module involves a range of teaching strategies including lectures, student-led seminars, case studies and guest lectures.

Additional material will be in the form of web-based reading and research, selected texts, journal articles and contemporary magazine and press articles.

Independent research and study will be encouraged throughout to complement group work activities.

Students will be exposed to case studies on a range of organizations, and will apply the learning to the evaluation of the organizations, including the application of theory to practice, and recommendations of strategic directions.

Student-led seminars will facilitate the sharing of knowledge and experiences of cohort members
The changing marketplace

Market demands: transactions, brands, relationships, value

The new economy: e-Business, e-Market

Creative Strategy

Market strategy: customer focus, market choices, value proposition, key relationships

Marketing planning and budgeting

Strategic internal marketing
Delivery Hours  
Lectures Seminars Tutorials Lab/Prcaticals Fieldwork / Placement Other(Private study) Total
Hours/Semester 26     13      111  150 


Sequence Method % of Final Mark
1 Group Assignment 30.00
2 Written Exam Paper 50.00
3 Group Case Study Oral Presentation 20.00

Module Catalogue generated from SITS CUT-OFF: 6/7/2020 5:13:44 AM