The Marketing Case module involves the analysis, and solution, of complex marketing problems case study analyses and/or online simulations which replicate, as closely as is practicable, real life marketing and business challenges.
This is an advanced module for final year students in the Degree in Marketing. On commencing this module students will have studied marketing management and strategy to an advanced level over three years. The Marketing Case module provides an opportunity to integrate the different strands of the Marketing Degree and to apply them in a rigorous way to a series of carefully chosen and range of situations.
The module is designed to facilitate integration and co-teaching (where appropriate) with other modules in the final year of the Degree in Marketing.
Indicative syllabus covered in the module and / or in its discrete elements
The module will be based around a series of case studies and/or online simulation exercises which will apply marketing theory to real life business challenges. The marketing decisions will have implications for, inter alia:
Communications and advertising
Product positioning
Product development and market entry
Supply chain management
Pricing
Market segmentation
Human resources
Financial strategy
Corporate social responsibility
Effectuation
Digital Marketing Planning
Cases will be chosen from a range of industry and/or non-profit settings, both nationally and globally.
Introduction to Case Studies and Case Analysis
n/a
Digital Marketing Strategy
n/a
Customer Experience Strategy
n/a
Segmentation Analysis
n/a
Positioning Strategy
n/a
Communications Strategy
n/a
Pricing and Distribution Strategy
n/a
Product Strategies
n/a
| Statements about the various types of learning and teaching methods that are used in the delivery of the module With the exception of an initial lecture and scheduled three complementary lectures, the entire module will be based around case studies and/or online simulation exercises. The case study process will be layered in five phases: individual case analysis, group assessment, group presentation to class, class discussion relevant to the case study topic and topic overview. In most cases a group, typically one of five, will be drawn at random to present their case analysis. This approach will be varied occasionally to take account of specific case teaching requirements. A second group is selected to question the parameters and logic of the presenting groups strategy. Joint teaching of cases will be undertaken with other case based modules where appropriate cases are identified. An integrated assignment with Digital Marketing Planning requires students to write a case study on their client company. This element takes place in semester two. Students are provided with material on how to write cases.
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| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |