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The University of Southampton

MANG6131 Strategic Marketing Decisions

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

Knowledge and Understanding

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

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

Having successfully completed this module you will be able to:

  • 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;
  • define and contribute to investment decisions concerning the marketing assets of an Organisation;
  • 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:

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


• 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

Independent Study126
Total study time150

Resources & Reading list

Strategic Management Journal. Journal

Business Strategy and the Environment. Journal

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

Journal of Marketing. Journal

Journal of Strategic Marketing. Journal

Harvard Business Review. Journal

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

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

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



In-class activities


MethodPercentage contribution
Individual Coursework 100%


MethodPercentage contribution
Individual Coursework 100%


MethodPercentage contribution
Individual Coursework 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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