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BSc (Hons) Management (Innovation, Strategy and Entrepreneurship) with Industrial/Professional Experience

Gain the skills required to become a dynamic manager and focus on your chosen specialism from second year onwards.

Study core and specialist areas of business and management according to your personal or academic interests or career ambitions. Specialise in innovation, strategy and entrepreneurship whilst still benefitting from a huge amount of choice across this flexible course, which includes a work placement in your penultimate year of study.

Explore strategic innovation management, strategic decision-making, entrepreneurship and small business development through real case studies.

Course statistics


of placement students achieved first or upper second class degrees between 2015-17


students joined our management courses in 2017


Average salary within 6 months (DLHE)

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Selected course units delivered by Masood Enterprise Centre >>

Key rankings

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Ranked 4th in the UK for business and economics (source: THE 2017)

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Ranked 22nd in the world for business and economics (source: THE 2017)

BSc Management (Innovation, Strategy and Entrepreneurship) with Industrial / Professional Experience / Course details

Year of entry: 2020

Course unit details:
Marketing Strategy

Unit code BMAN31302
Credit rating 20
Unit level Level 3
Teaching period(s) Semester 2
Offered by Alliance Manchester Business School
Available as a free choice unit? No


·         To provide a comprehensive knowledge of the concepts of, and theoretical perspectives on marketing strategy

·         To apply concepts and theoretical perspectives of marketing strategy to by increasingly data and analytics-driven contemporary business environments

·         To assess how marketing strategy contributes to organizational performance


Unit title Unit code Requirement type Description
Marketing Applications and Communications BMAN20390 Pre-Requisite Compulsory
Marketing Communications in the Digital Age BMAN24352 Pre-Requisite Compulsory
BMAN20390 or BMAN24352 is a Pre-Requisite of BMAN 31302 Only available to students on: Mgt/Mgt Specialism; IMABS; IM and ITMB/ITMB Marketing Specialism.

Pre-requisite course units have to be passed by 40% or above at the first attempt unless a higher percentage is indicated within this course outline.



·         To provide a comprehensive knowledge of the concepts of, and theoretical perspectives on marketing strategy

·         To apply concepts and theoretical perspectives of marketing strategy to by increasingly data and analytics-driven contemporary business environments

·         To assess how marketing strategy contributes to organizational performance.

Learning outcomes

At the end of the course, you should be able to:

·         Identify the underlying concepts and theoretical perspectives of organisational strategy

·         Explain the scope and the role of strategic decisions in organisations

·         Assess the link between organisational strategy and marketing strategy

·         Evaluate the marketing strategies of organisations and assess how the strategies adopted in particular organisations contribute to organizational performance

·         Describe and assess the range of marketing strategies available to organisations

·         Make recommendations, where appropriate, on alternative marketing strategies available to organisations.

·         Identify and assess the means of securing a sustainable competitive advantage 


The course will include the following:

• Definition and role of strategy

• Features of strategic decisions

• Role of data and analytics in decision-making

• Scope of marketing strategy

• Means of organizational development

• Different perspectives on strategy

• Strategic marketing planning

• Key sources of competitive advantage

• Resource analysis

• Process of marketing strategy development

• Strategy with respect to relationships and networks

• Marketing strategies in new technology based, mature and declining sectors

• Marketing strategy implementation and control


Teaching and learning methods

Methods of delivery: Lectures/seminars

Lecture hours: 30 [10 Weeks x 2 hours + 1 hour (total 3 hours per week)]

Seminar hours:  5  (5 Weeks x 1 hour)

Private study: 165 hours

Total study hours: 200 hours


You are expected to attend all the seminars and all the lectures. Attendance is monitored throughout the semester.

Virtual learning Environment:  The blackboard will contain Course Description, lectures and seminar schedule, revision guide, recommended reading, sample answers from past exams, group space for submission of presentation slides, and other materials.  

Informal Contact Methods

  1. Office Hours
  2. Meeting by appointment


Employability skills

Analytical skills
The course helps students to learn to apply theories and models, and use skills of critical analysis, evaluation and synthesis, to a real world business situation. It also helps the student's ability to research real-life cases, analyse them and offer alternative marketing strategies.

Assessment methods


Individual 2000 word assignment mid semester (40% of final mark)(Summative)

Individual 2 hour exam in May/June (60% of final mark)

Penalty and Plagiarism

See separate document on Blackboard.


As this is a final year course there will be no re-sits.

Marking process - a fair, rigorous and transparent marking process for all summative work will be followed and grade descriptors for the exam will be made available separately on Black board. A sample of example papers will be both internally and externally moderated. The presentations will be assessed by two people (the course co-coordinator and the seminar leader) who will discuss the mark before awarding it.


Feedback methods

Ongoing formative feedback will be provided to students in lectures and seminars. Generic exam feedback will be posted on the Blackboard immediately after the Exam Board. Students will be asked to complete the online course evaluation questionnaire at the end of the semester.


Recommended reading

Core text

Robert W. Palmatier, Shrihari Sridhar (2017) Marketing strategy: based on first principles and data analytics. Palgrave Macmillan.


Study hours

Scheduled activity hours
Assessment written exam 2
Lectures 30
Seminars 5
Independent study hours
Independent study 165

Teaching staff

Staff member Role
Matti Jaakkola Unit coordinator

Additional notes

Programme Restrictions: Open to students taking the BSc in Management/Management (Specialism), BSc International Management, BSc International Management with American Business Studies, BSc ITMB, and joint programmes whose degree programme permits or requires this module to be taken.


For Academic Year 2019/20

Updated: March 2019

Approved by: March UG Committee


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