Marketing Strategy

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• the changing dimensions of global business environment;
• the nature and purpose of strategic marketing in achieving and sustaining competitive advantage.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• explain complex business situations from a strategic marketing perspective;
• summarise marketing strategies for organisations in different contexts.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• define business problems and propose solutions;
• demonstrate effective written communications.

• Introduction to strategic marketing and planning
• Marketing in different contexts
• Market-led strategic change
• Market insight: key drivers, customers, competitors and channels
• Organisational insight: resources and capabilities
• Achieving competitive advantage through marketing strategies
• Market segmentation, targeting and positioning
• Strategic choice and decisions
• Delivering value and pricing
• Developing products and services
• Marketing communications and branding
• Distribution channels and sales
• Effective implementation and control

Weekly 2-hour lecture and 1-hour seminar. Lectures will deliver key theory content and involve an interactive element to facilitate understanding and application. Seminars will be based on case studies and other learning exercises. Students will be expected to play a highly interactive part in lectures and seminars. Guest speakers will be invited as appropriate. Outside of timetabled session, students will be expected to organise their self-study including reading and research in preparation for assessed coursework.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Lectures and Seminars

• Assessment Type: Formative
• Feedback:
• Final Assessment: No
• Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.