Browse Hierarchy MARK6005: Strategic Marketing Management

This is a double Honours module that integrates the concepts studied and learned in the programme so far within a strategic framework. The aim is to provide an opportunity for students to develop, implement and evaluate a marketing strategy in as realistic a situation as possible. In order to achieve this, in parallel with classroom-based sessions which will further consolidate and deepen understanding of marketing management theory and concepts, there will be a marketing management simulation game running throughout the semester. Within the simulation, students will work in teams running companies that are competing with each other, and will have to create and implement strategic marketing plans in the context of a competitive environment that is changing week by week as a result of the actions of all the competing teams.