Module overview
The focus of Strategic Marketing Decisions is on the nature of competitive strategy in a global context. It aims to examine how, in such a dynamic environment, competitive advantage might be developed through strongly differentiated positioning and exploited in a cost-effective manner. Its emphasis is on where and how the organization competes and, in doing this, highlights the strategic marketing significance of brands, innovation, alliances and relationships and e-marketing.
Aims and Objectives
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;
Syllabus
- 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.
Learning and Teaching
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
Type | Hours |
---|---|
Independent Study | 126 |
Teaching | 24 |
Total study time | 150 |
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.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
In-class activitiesSummative
This is how we’ll formally assess what you have learned in this module.
Method | Percentage contribution |
---|---|
Individual Coursework | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Individual Coursework | 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.
Method | Percentage contribution |
---|---|
Individual Coursework | 100% |
Repeat Information
Repeat type: Internal & External