Strategic Marketing Decisions

Learning Outcomes

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.

Knowledge and Understanding

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

• traditional strategic thinking: innovation and the reorientation & reformulation of competitive marketing strategies;
• value based marketing – investment decisions and control.
• strategic marketing decisions in the management of the portfolio for the global marketplace;
• the changing dimensions of competitive advantage;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• define and contribute to investment decisions concerning the marketing assets of an Organisation;
• 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;
• demonstrate the ability to re-orientate the formulation and control of cost effective competitive strategies, appropriate for the objectives and context of an organisation operating in a dynamic global environment.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• work in teams on projects involving research, analysis and the presentation of conclusions;
• demonstrate skills in time management.
• examine complex strategic issues;

• The nature and role of Marketing in contemporary organisations.
• 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.

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

Resources & Reading list

General Resources

Journal of Marketing. Journal

Journal of Strategic Marketing. Journal

Harvard Business Review. Journal

Strategic Management Journal. Journal

Business Strategy and the Environment. Journal

Textbooks

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

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

Fifield, P (2007). Marketing Strategy: The Difference Between Marketing and Markets. Oxford: BH.

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

Formative

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

Summative

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

Referral

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

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.

Repeat Information

Repeat type: Internal & External