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Courses

MANG1023 Strategic Marketing Decisions

Module Overview

The module provides students with a grounding on what are strategic marketing decisions and their implications for the organization's products or services to ensure best performance. The module explains the structure of the DNA of Marketing and explains once decisions are made, why they need to be carefully managed to sustain a long term competitive advantage and a loyal customer base. We review value propositions across the marketing mix, and debate the role of technology today in modern marketing with insight into the customer and channels, as well as a measurement of performance through KPI setting and using marketing analytics. By the end of the module students will understand the role of marketing and related decisions and their implications of organisational performance.

Aims and Objectives

Module Aims

The focus of Strategic Marketing Decisions is on the role of Marketing in building and sustaining an organisation’s competitive advantage in a global context. The module achieves this focus through an examination of the different elements of the ‘new Marketing DNA’ ©. Specifically, the module considers how, in such a dynamic environment, competitive advantage might be developed through innovative data- and technology-driven marketing. How customer insight relates to the development of value propositions, mixed with using Internet technologies (e.g. Facebook, Twitter, web analytics) to do and measure marketing, is the focus of the module.

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 marketing perspective
  • Summarise marketing strategies for business organisations
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Define business problems
  • Demonstrate effective written communications

Syllabus

- Introduction to marketing strategy - The value of customers - Market insight and methods - Customer Insight - Competition and advantage - Market segmentation and targeting - Building insight - The impact of digital technology - Strategic choices - Sustainable competitive advantage - Brand and branding 1 - Brand and branding 2 - Marketing in different contexts - Revision

Special Features

Provides a solid basis of marketing decision making for students new to marketing, and how marketing makes a contribution within an organisation.

Learning and Teaching

Teaching and learning methods

Teaching methods include: - 24 hours of lectures; - 7 hourly weekly seminars

TypeHours
Preparation for scheduled sessions20
Seminar10
Lecture24
Follow-up work40
Revision26
Wider reading or practice30
Total study time150

Resources & Reading list

Li, C. and Bernoff, J. (2009). Groundswell: winning in a world transformed by social technologies. 

Schawbel, D. (2009). Me 2.0: Build a Powerful Brand to Achieve Career Success. 

Hooley, G., Piercy, N. F. and Nicoulaud, B. (2011). Marketing Strategy and Competitive Positioning. 

Capon, N (2012). Managing Marketing in the 21st Century: Developing & Implementing The Marketing Strategy. 

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

Gladwell, M (2000). The Tipping Point, or how little things can make a big difference. 

Bhargava, R. (2008). Personality not included: why companies lose their authenticity and how great brands get it back. 

Godin, S. (2008). Meatball Sundae: How new marketing is transforming the business world. 

Evans, M., Jamal, A., & Foxall, G. (2009). Consumer Behaviour. 

Fifield, P (2008). Marketing Strategy Masterclass. 

Qualmann, E. (2009). Socialnomics: How social media transforms our lives and the way we do business. 

Cambell, D., & Craig, T. (2005). Organisations and the Business Environment. 

Thomke, S., & Hippel, E. (2002). Customers and Innovators - A New way to Create Value. 

Other. Additional Materials (including lectures slides) will from time to time be posted on Virtual Learning Environment (VLE).

Shirky, C. (2009). Here Comes Everybody: How Change Happens When People Come Together. 

Tapscott, D. (2008). Grown Up Digital: how the net generation is changing the world. 

Levitt, T. (1986). The Marketing Imagination. 

Cravens & Piercy (2006). Strategic Marketing. 

Assessment

Formative

Lectures and Seminars

Summative

MethodPercentage contribution
Individual essay  (3000 words) 100%

Repeat

MethodPercentage contribution
Individual essay  (3000 words) 100%

Referral

MethodPercentage contribution
Individual essay  (3000 words) 100%

Repeat Information

Repeat type: Internal & External

Linked modules

Pre-requisites to study module MANG1015 Introduction to Marketing or MANG1020 Ideas that Shaped the Business World 1

Costs

Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Textbooks

Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the core/recommended text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at www.calendar.soton.ac.uk.

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