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Strategic Marketing Consulting - MAN00068H

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  • Department: The York Management School
  • Module co-ordinator: Mrs. Nicola Forsdike
  • Credit value: 20 credits
  • Credit level: H
  • Academic year of delivery: 2023-24
    • See module specification for other years: 2024-25

Module will run

Occurrence Teaching period
A Semester 2 2023-24

Module aims

his module aims to provide knowledge and skills in strategic marketing consulting through the study of books, academic articles, cases and practical exercises in the fields of strategic marketing planning and consultancy.

AIM #1: To provide knowledge of consultancy for clients facing strategic challenges in marketing products and services;

AIM #2: To provide an opportunity for students to develop practical skills in strategic marketing and strategic marketing consultancy by interacting with a real-world client and/or case study on a specific strategic marketing challenge;

AIM #3: To develop students’ ability to critically reflect on phenomena in strategic marketing consultancy as a basis for their own development and self-improvement.

AIM #4: To develop students’ ability to critically apply key concepts from the strategic marketing consultancy literature.

Module learning outcomes

Subject content:

  • How consultants add value to clients

  • Team Working in consultancy

  • Client communication and Project Management

  • Ethics and responsibility in consultancy

  • Market Research - practical application to client problems and opportunities

  • Key concepts for strategic marketing planning and strategic marketing consulting

Academic and graduate skills:

  • Demonstrating knowledge of strategic marketing consulting

  • Application of strategic marketing models to client problems (in context)

  • Developing skills in strategic marketing consulting

  • Critical reflection and self-improvement as a consultant in strategic marketing

Assessment

Task Length % of module mark
Essay/coursework
Essay : Part B - Individual essay		 N/A 60
Groupwork
Group work : Part A - group presentation		 N/A 40

Special assessment rules

None

Additional assessment information

Reassessment has two routes:

100% assessment with a new assignment - This route is for students who have not done Part A (group work) and therefore are unable to do Part B.

60% assessment - This route is for students who have done Part A but have not submitted part B for whatever reason.

Reassessment

Task Length % of module mark
Essay/coursework
Essay : Open Assessment		 N/A 40
Essay/coursework
Essay : Part B - Individual Essay		 N/A 60

Module feedback

Feedback will be given in accordance with the University Policy on feedback in the Guide to Assessment as well as in line with the School policy.

Indicative reading

Core texts will be a mix of strategic marketing and management consultancy books:

  • Chernev, A. (2018). Strategic marketing management. Cerebellum Press.

  • Churchill, G. A., & Iacobucci, D. (2006). Marketing research: methodological foundations (Vol. 199, No. 1). New York: Dryden Press.

  • McDonald, M. (2016). Marketing Plans: How to prepare them, how to profit from them. 3rd edt., Wiley.

  • O'Mahoney, J., & Markham, C. (2013). Management consultancy. Oxford University Press.

  • Williams, C. (2019). Management consultancy for innovation. Routledge.

  • Wilson, R,M.S., & Gilligan, C. (2008). Strategic Marketing Management: Planning, Implementation & Control. 3rd edt., Elsevier.

There will be selected academic journal articles in strategic marketing and consultancy, such as:

Strategic Marketing:

  • Cooper, L. G. (2000). Strategic marketing planning for radically new products. Journal of marketing, 64(1), 1-16.

  • Fahy, J., & Smithee, A. (1999). Strategic marketing and the resource based view of the firm. Academy of marketing science review, 10(1), 1-21.

  • Kelly, S.J., Johnston, P.R., Danheiser (2017). Value-Ology: Aligning Sales and Marketing to Shape and Deliver Profitable Value Propositions, Palgrave MacMillan

  • Kelly, S.J., Johnston, P.R., Danheiser (2020) Standout Marketing; How to differentiate you organisation in a sea of sameness, Kogan Page

  • Varadarajan, R. (2019). Theoretical underpinnings of research in strategic marketing: a commentary. Journal of the academy of marketing science, 47(1), 30-36.

Consultancy:

  • Fincham, R. (2002). The agent's agent: Power, knowledge, and uncertainty in management consultancy. International Studies of Management & Organization, 32(4), 67-86.

  • Karantinou, K. M., & Hogg, M. K. (2001). Exploring relationship management in professional services: A study of management consultancy. Journal of Marketing Management, 17(3-4), 263-286.

  • Sturdy, A. (2011). Consultancy's consequences? A critical assessment of management consultancy's impact on management. British journal of management, 22(3), 517-530.

There could be real-world cases of strategic marketing consultancy in different international settings, for example:

  • Ergonomica Consulting and Solltram Hotels (Ivey Publishing)

  • Collision Course: Selling European High Performance Motorcycles in Japan (Ivey Publishing)

  • Focus Brand Management: Jiangzhong Hou Gu (Mushroom) Biscuits (Ivey Publishing)


The information on this page is indicative of the module that is currently on offer. The University is constantly exploring ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary by the University. Where appropriate, the University will notify and consult with affected students in advance about any changes that are required in line with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.