Skip to main navigationSkip to main content
The University of Southampton

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.


• 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

Follow-up work40
Wider reading or practice30
Preparation for scheduled sessions20
Total study time150

Resources & Reading list

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

Fifield, P (2008). Marketing Strategy Masterclass. 

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

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. 

Cravens & Piercy (2006). Strategic Marketing. 

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

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

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

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

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

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

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

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

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

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

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

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



Lectures and Seminars


MethodPercentage contribution
Essay  (3000 words) 100%


MethodPercentage contribution
Essay  (3000 words) 100%


MethodPercentage contribution
Essay  (3000 words) 100%

Repeat Information

Repeat type: Internal & External


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:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading 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

Share this module Share this on Facebook Share this on Twitter Share this on Weibo

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.