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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

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

Learning and Teaching

Teaching and learning methods

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

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

Resources & Reading list

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

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

Cravens & Piercy (2006). Strategic Marketing. 

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

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

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

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

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

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

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. 

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

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

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

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

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

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

Fifield, P (2008). Marketing Strategy Masterclass. 



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

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