Marketing Strategy

Module overview

The module considers strategic marketing decisions and their implications for organisations in regard to achieving their goals and objectives. It focuses on employing a market-led strategic approach to decision making through providing value to customers and developing a sustainable competitive advantage. The module adopts a planning perspective on marketing decision making which involves assessing the external and internal dimensions of the strategy process. It considers alternative strategic options in terms of market and product alternatives, their evaluation and selection, programmes for effective implementation, and measures for establishing performance. Contemporary competitive marketing forces are considered together with the application of strategic decision making to marketing in a range of different organisational contexts.

Linked modules

Pre-requisite: Introduction to Marketing MANG1015

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.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

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

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

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

Learning and Teaching

Teaching and learning methods

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.

Study time
Type	Hours
Seminar	10
Preparation for scheduled sessions	12
Wider reading or practice	40
Completion of assessment task	40
Lecture	24
Follow-up work	24
Total study time	150

Resources & Reading list

General Resources

Reading list. Reading lists will be provided for key sections of the module to include articles from journals such as: •Journal of Marketing •Journal of the Academy of Marketing Science •International Journal of Research in Marketing •Jornal of Marketing Research •Journal of Retailing •Harvard Business Review •Journal of Management •Strategic Management Journal •European Journal of Marketing •Journal of Business Research

Textbooks

Hooley G. J., Piercy, N, Nicoulaud, B. and Rudd, J.M., (2020). Marketing Strategy & Competitive Positioning (7th ed). Pearson.

West, D., Ford, J. and Essam, I. (2015). Strategic Marketing: Creating Competitive Advantage (3rd ed). OUP.

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

Palmatier, R and Sridhar, S. (2017). Marketing Strategy. Palgrave.

Assessment

Formative

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

Lectures and Seminars

Summative

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

Breakdown
Method	Percentage contribution
Report	100%

Referral

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

Breakdown
Method	Percentage contribution
Report	100%

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.

Breakdown
Method	Percentage contribution
Report	100%

Repeat Information

Repeat type: External