MODULE DESCRIPTION TEMPLATE
MODULE TITLE
Competitive Marketing Strategy
Module Code
Semester of Delivery
State whether module is
Mandatory, Elective or
Option
Level (4/5/6/7/8)
Credit Points
Assessment Components
& Percentage Weighting*
Pre-Requisite Modules (if
applicable)
Breakdown of Student
Learning Hours by Type
Module Leader & Faculty
Module Banding
Date of Original Approval
Date of Next Review
25-6099-00L
Mandatory
6
20
CWEX100
Tim Williams, Organisation and Management
AIMS AND RATIONALE
1
2
The aims of this module are to:

Develop the analytical skills necessary to generate and evaluate
competitive marketing strategies.

Examine the techniques that will allow the development and execution of
sustainable competitive advantage.
The reason for having this module and for having it at this level is that:
As customer choice widens and product life cycles shorten, organisations are
having to re-evaluate their approach to gaining sustainable competitive advantage.
At the heart of this is the need for a comprehensive understanding of their
customers, the organisation’s capabilities and the competitive environment in
which it operates.
Intangible benefits including service and branding are increasingly the foundation
on which differentiation and advantage will need to be built. Successful marketing
managers will be those who can identify, establish and leverage these augmented
elements to drive sustainable competitive advantage.
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This module carries certain exemptions from the professional exams of the
Chartered Institute of Marketing. Membership of this body is becoming increasingly
important for those following a career in marketing.
3
4
By the end of the module you will be able to:

Analyse and evaluate the factors influencing customers’ choice

Apply a number of different models of strategic marketing analysis.

Generate and evaluate alternative strategic marketing options.

Develop and justify proposals for generating sustainable competitive
advantage.

Work within a group to analyse & address a given marketing situation
These are the main ways of learning and teaching which will help you
to achieve the learning outcomes:
The module aims to encourage students to develop the analytical, evaluative,
creative and critical patterns of thought required to develop competitive marketing
strategies across a variety of markets.
Lectures will be used to introduce and discuss key concepts and to offer directed
reading.
The applied nature of this module places particular emphasis on preparation and
participation in the seminar programme which is designed to allow exploration of
concepts and to practice their application.
Each seminar will build on the lecture programme through the introduction and
discussion of articles, exercises, videos and case studies. These are designed to
be highly interactive. Students will be expected to prepare ahead of the seminars
and to participate in the discussions.
Students will also have access to the appropriate skills packs and to on-line
databases
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ASSESSMENT AND FEEDBACK
5
This is how the learning outcomes will be assessed:

This module will be assessed by means of 25%coursework and 75%
examination.

The coursework element will include a piece of group work based on
analysis and presentation of case study material. The group work will be
spread throughout the period in which the module runs.

The examination element will further assess students' understanding, use
and application of key module concepts.
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This is how and when you will be given feedback on your performance:

Some verbal feedback will be given at the time of the coursework
presentation. Written feedback and marks will be given after the final group
has presented.
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To achieve a pass, you will:
Learning Outcome
from Module
Description
Analyse and evaluate
the factors influencing
customers’ choice
Assessment Criterion
(where assessed)
Level descriptors
Fail - below 40%
Analysis of customer
choice in given
business situations
(c/w & exam)
Incomplete or
inappropriate
analysis.
Lack of application
Apply a number of
different models of
strategic marketing
analysis.
Models, concepts &
terminology used and
applied
(c/w & exam)
Inadequate use of
appropriate
academic
underpinning.
Lack of application
Generate and
evaluate alternative
strategic marketing
options
Develop and consider
various responses.
(c/w & exam)
Develop and justify
proposals for
generating
sustainable
competitive
advantage.
Work within a group
to analyse &
address a given
marketing situation
Pass, 40-49%
50-59%
60-69%
Distinction, 70%
Some relevant
analysis. Poor
customer
understanding.
Limited application
Some use of relevant
tools.
Lacking in fluency or
conviction
Analysis shows good
level of understanding.
Reasonable
application
Detailed, appropriate
analysis showing high
level of understanding
& application.
Reasonable use and
application of
appropriate models &
concepts.
Relevant tools used
and thoroughly
applied.
Extensive analysis
showing exceptional
insight.
Thoroughly &
appropriately applied
Comprehensive &
thorough application of
appropriate models &
concepts.
Fluent use of
terminology
Alternative options not
generated or
inadequately
considered.
Limited range of options.
Poorly considered.
Appropriate strategic
options generated.
Some consideration
given.
A good range of strategic
options. Full
consideration and
discussion.
Extensive options
developed. Alternatives
comprehensively
evaluated against
appropriate criteria.
Strategic proposals
and justification
(c/w & exam)
Inappropriate
proposals with no
sound justification
Poorly considered
proposals.
Limited justification
Appropriate, though
limited proposals.
Reasonable
justification
Thorough & relevant
proposals supported
by sound rationale
Fully evaluated
proposals showing
high level of insight.
Fully justified
Working effectively as
a team on group
assignment
(c/w)
Lack of
cohesiveness within
team.
Contradictory
responses
Some inconsistencies
shown
Reasonably united
response.
No significant variance
between members
Good understanding
shown by each
member
Fully consistent
response. Excellent
level of understanding
shown by each group
member
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These are examples of the content of the module and the main
learning resources you will use:
Indicative Content

Customer Analysis. Buyer behaviour in consumer and organisational
markets. Critical success factor analysis. Links with segmentation, targeting
and positioning.

Sustainable Competitive Advantage. Analysing the competitive
environment. The influence of market position upon strategy and
performance. Creating competitive advantage. Issues of sustainability.

Determining Strategic Direction. Setting marketing objectives. Concepts
and models for generating and evaluating strategic options. Making
strategic choice.

Strategic Management of the Marketing Mix. The role of mix elements in
creating and sustaining competitive advantage. The link between price,
volume and profitability. Branding strategies and leveraging brand equity.
The main learning resources required:





Classroom VCR and AV equipment
Strategic Marketing texts
Marketing and Business journals
Paper-based and Online databases of market and company information
Access to a PC
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