The University of Southampton

MANG6131 Strategic Marketing Decisions

Module Overview

The focus of Strategic Marketing Decisions is on the nature of competitive strategy in a global context. It aims to examine how, in such a dynamic environment, competitive advantage might be developed through strongly differentiated positioning and exploited in a cost-effective manner. Its emphasis is on where and how the organization competes and, in doing this, highlights the strategic marketing significance of brands, innovation, alliances and relationships and e-marketing.

Aims and Objectives

Module Aims

This module reflects marketing role in building and sustaining an organisation’s competitive advantage in a global context. In order to enable an effective decision, we examine the dynamic business environment through situation analysis with various techniques application. The module outlines approaches on how to take a strategic approach in marketing planning, how to gain consumer insights and how a firm manage resource and employ techniques/methods to achieve strategic marketing objectives.

Learning Outcomes

Knowledge and Understanding

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

  • The changing dimensions of competitive advantage
  • Traditional strategic thinking: innovation and the reorientation & reformulation of competitive marketing strategies
  • Strategic marketing decisions in the management of the portfolio for the global marketplace
  • Value based marketing – investment decisions and control.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Examine complex strategic issues
  • Work in teams on projects involving research, analysis and the presentation of conclusions
  • Demonstrate skills in time management
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • Effectively identify and present marketing decision-making process
  • Present written analysis and arguments relevant to business opportunities in the global context
  • Identify and evaluate business environment and marketing decision issues
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Evaluate the role of brands, innovation, integrated marketing communications, alliances, customer relationships and service in decisions for developing a differentiated positioning to create exceptional value the customer
  • Define and contribute to investment decisions concerning the marketing assets of an Organization
  • Demonstrate the ability to re-orientate the formulation and control of cost effective competitive strategies, appropriate for the objectives and context of an organization operating in a dynamic global environment.


• The nature and role of Marketing in contemporary organizations • The nature of competitive advantage across global, international and domestic markets. • The significance and application of new marketing thinking to strategic decisions. • Decisions that build competitive capability and approaches to leveraging capability to create advantage across geographically diverse markets. • Creating the Value Proposition

Learning and Teaching

Teaching and learning methods

Teaching methods include: Lectures, interactive case studies, directed reading, and group project assignment. Learning activities include: • Group project assignment • Private/guided study

Independent Study126
Total study time150

Resources & Reading list

Journal of Strategic Marketing. Journal

West, D. Ford, J and Ibrahim, E (2010). Strategic Marketing: Creating Competitive Advantage. 

Journal of Marketing. Journal

Aaker, D.A. and McLoughlin, D (2013). Strategic Marketing Management: Global Perspectives. 

Strategic Management Journal. Journal

Harvard Business Review. Journal

Business Strategy and the Environment. Journal

Fifield, P (2007). The Difference Between Marketing and Markets. 

Blythe, J. and Megicks, P (2010). Marketing Planning: Strategy, Environment and Context. 



Class verbal responses


MethodPercentage contribution
Examination  (2 hours) 70%
Group report  (2000 words) 30%


MethodPercentage contribution
Examination  (2 hours) 100%


MethodPercentage contribution
Examination  (2 hours) 100%
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