- UCL School of Management
- MBA
- Programme structure
- Marketing Science and Strategy
Marketing Science and Strategy
Key information
Teaching department: UCL School of Management
Credit value: 15
Restrictions: This module is only available to UCL MBA students. You must have first completed ‘The Data Analytics Advantage’ module.
Alternative credit options: There are no alternative credit options available for this module.
Description
Marketing is crucial in translating an organisation’s mission and vision – but in an increasingly crowded global landscape, connecting with customers is harder than ever. How can business leaders develop authentic, effective messaging that resonates with target audiences? This module will help you analyse the task of marketing within organisations and apply marketing concepts to a range of real-world situations.
Intended learning outcomes
By the end of this module, you should be able to understand how to:
- conduct situational analyses to assess marketing opportunities
- conduct marketing planning by selecting appropriate strategies for pricing, promotion, place and product
- collect and analyse data to enhance marketing decisions
- apply appropriate tools on data to make marketing recommendations
- critically discuss and debate module topics with leaders from other cultures and industries.
Module deliveries for 2020/21 academic year
Teaching and assessment
Methods of assessment:
- Class interaction (20%)
- Classwork: group simulation project (40%)
- Classwork: individual paper (40%)
Mark scheme: Letter grades
Other information
Module leader: Christina Richardson and Debra Eddy
Who to contact for more information: admissions@onlinelearning.ucl.ac.uk
{"admissionsEmail": "admissions@onlinelearning.ucl.ac.uk", "degreeOffering": "ucl-mba", "fields": [{"hidden": false, "label": "What is your highest level of education completed?*", "mountPoint": 1, "name": "level_of_education", "required": true, "type": 3, "value": {"defaultOption": "", "options": [{"label": "Bachelor\u0027s degree", "value": "Undergraduate (BSc/ 4-year MEng/Graduate Diploma)"}, {"label": "Postgraduate diploma", "value": "Graduate (MSc/Postgraduate Diploma)"}, {"label": "Master\u0027s degree", "value": "MPhil"}, {"label": "PhD", "value": "PhD"}, {"label": "Other", "value": "Other"}]}}, {"hidden": true, "label": "", "name": "no_klondike_gdpr_only_consent", "required": true, "type": 9, "value": {"gdprOnly": "true"}}, {"hidden": false, "mountPoint": 2, "name": "", "type": 7, "value": {"text": "Your personal data will be used as described in our [--link:https://onlinelearning.ucl.ac.uk/legal/privacy-policy/]privacy policy[link--]. You may opt out of receiving communications at any time."}}], "grouping": "ucl-mba", "id": 160, "inferredFields": {}, "programsOfStudy": "5deaba20-a69d-4528-aca5-afbf84d9afd0", "screens": [{"allFields": [0, 1], "conditional": {}, "out": {"0": ["$next", [{"data": "$valid"}]]}}], "version": "1.0.1"}
{"admissionsEmail": "admissions@onlinelearning.ucl.ac.uk", "degreeOffering": "ucl-mba", "fields": [{"hidden": false, "label": "How many years of work experience do you have?*", "mountPoint": 1, "name": "work_experience", "required": true, "type": 3, "value": {"defaultOption": "", "options": [{"label": "0", "value": "0"}, {"label": "1", "value": "1"}, {"label": "2", "value": "2"}, {"label": "3", "value": "3"}, {"label": "4", "value": "4"}, {"label": "5", "value": "5"}, {"label": "6", "value": "6"}, {"label": "7", "value": "7"}, {"label": "8", "value": "8"}, {"label": "9", "value": "9"}, {"label": "10+", "value": "10+"}]}}, {"hidden": false, "label": "What is your highest level of education completed?*", "mountPoint": 1, "name": "level_of_education", "required": true, "type": 3, "value": {"defaultOption": "", "options": [{"label": "Bachelor\u0027s degree", "value": "Undergraduate (BSc/ 4-year MEng/Graduate Diploma)"}, {"label": "Postgraduate diploma", "value": "Graduate (MSc/Postgraduate Diploma)"}, {"label": "Master\u0027s degree", "value": "MPhil"}, {"label": "PhD", "value": "PhD"}, {"label": "Other", "value": "Other"}]}}, {"hidden": false, "label": "First (Given) name*", "mountPoint": 1, "name": "first_name", "required": true, "type": 0, "value": {"text": ""}}, {"hidden": false, "label": "Last (Surname/Family) name*", "mountPoint": 1, "name": "last_name", "required": true, "type": 0, "value": {"text": ""}}, {"hidden": false, "label": "Email*", "mountPoint": 1, "name": "email", "required": true, "type": 0, "value": {"text": ""}}, {"hidden": false, "label": "Country of residence*", "mountPoint": 1, "name": "country", "required": true, "type": 6, "value": {}}, {"conditionallyRendered": true, "hidden": false, "label": "Phone (By entering your phone number, you consent to being contacted by an admissions advisor to provide additional information and help answer any questions you may have about the programme.)", "mountPoint": 1, "name": "phone", "required": false, "type": 0, "value": {"text": ""}}, {"hidden": false, "label": "Postal code*", "mountPoint": 1, "name": "zip_code", "required": true, "type": 0, "value": {"text": ""}}, {"conditionallyRendered": true, "hidden": false, "label": "US Marketing Consent \u00f0\u009f\u0087\u00ba\u00f0\u009f\u0087\u00b8", "mountPoint": 1, "name": "lead_share_opt_in", "required": true, "type": 11, "value": {"checkboxText": "", "defaultChecked": true, "defaultRadio": "none", "disclaimer": "Yes, I want to receive information about The UCL MBA programme from 2U, UK, UCL\u0027s technology and marketing provider for the UCL MBA programme. Please contact me via:", "format": "checkbox", "optInValue": "", "smsHiddenConsent": false}}, {"conditionallyRendered": true, "hidden": false, "label": "GDPR Marketing Consent \u00f0\u009f\u0087\u00aa\u00f0\u009f\u0087\u00ba", "mountPoint": 1, "name": "lead_share_opt_in", "required": true, "type": 8, "value": {"disclaimer": "This personal data is collected and processed by [--link:https://2u.com/]2U, UK[link--], The UCL MBA programme\u0027s technology partner", "leadShareOptIn": {"email": "", "leadShareValue": "", "phone": "", "sms": "", "text": ""}, "retailOptIn": {"email": "Email", "phone": "", "sms": "", "text": "Yes, I want to receive information about The UCL MBA programme from 2U, UK, UCL\u0027s technology and marketing provider for the UCL MBA programme. Please contact me via:"}}}, {"hidden": false, "label": "Nationality*", "mountPoint": 1, "name": "nationality", "required": true, "type": 10, "value": {}}, {"hidden": false, "label": "What was your undergraduate degree results?*", "mountPoint": 1, "name": "degree_honors", "required": true, "type": 3, "value": {"defaultOption": "", "options": [{"label": "First-Class Honours (1st)", "value": "First-Class Honours (1st)"}, {"label": "Upper Second-Class Honours (2:1)", "value": "Upper Second-Class Honours (2:1)"}, {"label": "Lower Second-Class Honours (2:2)", "value": "Lower Second-Class Honours (2:2)"}, {"label": "Third-Class Honours (3rd)", "value": "Third-Class Honours (3rd)"}, {"label": "Ordinary Degree", "value": "Ordinary Degree"}, {"label": "Unsure", "value": "Unsure"}]}}, {"hidden": true, "label": "Degree Interest", "mountPoint": 1, "name": "degree", "required": false, "type": 3, "value": {"defaultOption": "MBA", "options": [{"label": "MBA", "value": "MBA"}]}}, {"hidden": true, "label": "", "name": "no_klondike_gdpr_only_consent", "required": true, "type": 9, "value": {"gdprOnly": "true"}}, {"hidden": false, "mountPoint": 2, "name": "", "type": 7, "value": {"text": "Your personal data will be used as described in our [--link:https://onlinelearning.ucl.ac.uk/legal/privacy-policy/]privacy policy[link--]. You may opt out of receiving communications at any time."}}], "grouping": "ucl-mba", "id": 160, "inferredFields": {}, "programsOfStudy": "5deaba20-a69d-4528-aca5-afbf84d9afd0", "screens": [{"allFields": [1, 13], "conditional": {}, "out": {"1": ["$next", [{"data": "$valid"}]]}}, {"allFields": [0, 11], "conditional": {}, "out": {"2": ["$next", [{"data": "$valid"}]]}}, {"allFields": [2, 3, 4, 5, 6, 7, 10, 8, 9, 12, 14], "conditional": {"6": [3, "", [{"data": "state.no_klondike_carmen_sandiego_region"}, {"data": "eu"}, {"op": 0}]], "8": [1, "", [{"data": "state.no_klondike_gdpr_only_consent"}, {"data": "true"}, {"op": 1}, {"data": "state.no_klondike_carmen_sandiego_region"}, {"data": "eu"}, {"op": 1}, {"op": 7}]], "9": [1, "", [{"data": "state.no_klondike_gdpr_only_consent"}, {"data": "true"}, {"op": 0}, {"data": "state.no_klondike_carmen_sandiego_region"}, {"data": "eu"}, {"op": 0}, {"op": 8}]]}, "out": {"-1": ["$next", [{"data": "$valid"}]]}}], "version": "1.0.1"}