- A 1 1/2-hour exam based on a seen case study with unseen questions. Course members will be required to submit via a strategic analysis a critical evaluation of the organisation's external environment and internal resources. Learning Outcomes 1,2,3 (50% weighting)

- Assessment will be based on a case study, or a work based scenario (2500 words). You will be required to apply strategic marketing approaches to develop a marketing plan. Learning Outcomes 4,5 (50% weighting)

Pass criteria
For the Strategic Element
An appropriately focused and logically constructed analysis of the case study. Application of the strategic tools of analysis taught, within the context of the case study. Identification and discussion of the key strategic drivers for the organisation in the case study.

In order to pass a module, students need to attain at least a minimum of 30% in all elements of assessment.

For the Marketing Analysis & Planning element:
Sensible application of the tools of analysis in a strategic marketing context. Produces a workable marketing plan in an appropriate format with good standard of presentation. Plan is clearly linked to the prior analysis, and addresses implementation and control issues.

Distinction criteria
For the strategic Element
Evidences a subtle, perceptive and clear critical analysis which integrates the key aspects from all the appropriately used tools of analysis showing a thorough understanding of the position of the organisation in terms of a range of appropriate theory and contemporary practice.

For the Marketing Analysis & Planning element:
Excellent application of the tools of analysis in a strategic marketing context. Produces a creative and effective marketing plan in a well-structured format with excellent standard of presentation. Plan is clearly based upon the prior analysis, and fully addresses implementation and control issues.

This module is designed to provide course members with the opportunity to acquire and develop skills and understanding of strategic analysis, also to apply the analysis further in a strategic marketing context, culminating in the production of marketing plans. The underlying theme is the rational approach to strategic decision making. Specifically the Strategic analysis tools taught may include aspects such as:
- External environmental (PEST, Porters 5, KSFs, 4 links)
- Market and Competitor analysis (BCG, Strategic Groups)
- Resource analysis (Resource audit, value chain, financial audit)
- Organizational purpose (stakeholder analysis, leadership, power: interest; vision, mission, aims, goals)
These tools will then be applied in a marketing context and will cover the following
The market audit; the position audit; product/market opportunities and risks; marketing objectives;
strategic marketing v marketing strategy; segmentation/targeting/positioning decisions; writing/preparing marketing plans; implementation and control issues

The learning strategy for the part-time on campus and corporate module requires students to commit 150 learning hours (including assessment) of this there will be 36 hours of class support and 114 hours of independent and self -directed study.

Learning strategies will include: tutor-led lectures; active learning through group analysis and discussion of case studies; self-directed learning and reflection through readings.

Library services and internet access; MS Office software; lecture notes, case studies, recommended texts, journals

R Hartley (2000) Marketing Mistakes and Successes, Wiley, ISBN 0 4713 7060 6
P Doyle (1998) Marketing Management & Strategy 2nd Ed 1998
Supplementary M McDonald (2002) Marketing Plans 5th Ed
Butterworth Hemmings