module specification

MC6095 - Strategic Marketing (2023/24)

Module specification Module approved to run in 2023/24
Module title Strategic Marketing
Module level Honours (06)
Credit rating for module 15
School Guildhall School of Business and Law
Total study hours 150
42 hours Assessment Preparation / Delivery
72 hours Guided independent study
36 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Coursework 100%   Individual marketing plan of 2,000 words
Running in 2023/24

(Please note that module timeslots are subject to change)
Period Campus Day Time Module Leader
Autumn semester North Friday Afternoon

Module summary

The module seeks to present the latest developments in strategic marketing thinking and development of marketing plans. The module critically evaluates the linkages between strategic marketing planning and corporate planning, organisations marketing competencies in relation to competitive advantage, market performance, customers, competitors, product and service portfolios, current and future positioning and value proposition. It also applies appropriate analytical frameworks and techniques suitable for planning, implementation, measurement and evaluation of marketing plans.

Aims of the module:
• Develop knowledge and understanding of relevant theories, models, concepts and context of strategic marketing and the planning process.
• Systematically conduct a marketing audit, develop an effective marketing strategy and tactical marketing plan using suitable analytical tools and frameworks.
• Foster a critical awareness and understanding of current issues in strategic marketing and planning in context of theory and practice.
• Develop students’ academic writing, application of knowledge and decision-making skills.

Prior learning requirements

Standard University entry requirements for L6


- Introduction to Strategy
- Planning Process
- MACRO Environment
- MICRO Environment
- Internal Resources and Capabilities
- SWOT Analysis
- Situational Analysis
- Strategic Perspectives and Decisions
- Segmentation, Targeting and Positioning (STP)
- Marketing Mix Components
- E-Marketing Strategies 
- Implementation, Monitoring and Control
- Marketing Budgeting

Learning Outcomes LO1 - LO2

Balance of independent study and scheduled teaching activity

The module will be delivered over a 12-week period, which will include a 1-hour lecture and 2-hours seminar each week. The module uses a blended learning and teaching strategy, comprising of: lectures/seminars, video case studies, WebLearn interaction and class discussions. The use of WebLearn facilities is central to the delivery of the module handbook, case studies, journal articles and student feedback.

The weekly sessions will focus on marketing strategy issues and will be supplemented with relevant resources. The classes will also cover discussions, debates, question and answer sessions to build on the key topic areas of marketing strategy. The main focus will be on the development of research and critical thinking. Students will be expected to read extensively from the module reading list and supplement it using suggested readings and various online resources. During the sessions, students are encouraged to construct small learning groups of 3-4 and work together on analysing and critically interpreting case studies, academic journal articles and other current real-life scenarios.

Learning outcomes

On successful completion of this module, students will be able to: 
1. Construct a well-justified strategic marketing plan that evaluates appropriate analytical tools and techniques, which can be realistically implemented and monitored (LO1).
2. Assess the recommendations which can be developed as part of the marketing plan in order to facilitate decision-making processes in the future (LO2).

Assessment strategy

The assessment strategy consists of one component, which aims to assess the module’s learning outcomes. The assessment requires students to think critically and apply the knowledge gained during the module. The component is:
Individual Marketing Plan (100%)

This assignment is designed to provide students with an opportunity to demonstrate breadth and depth of understanding of the module. Assuming the role of a Strategic Marketing Consultant, each student will be required to develop a well-justified comprehensive marketing plan for an organisation operating within the UK (2,000 words) from any of the following sectors which relate to their degree course, e.g. Marketing, Retail, Management, Professional services, Fashion, Education, Not for Profit/Charity.
Based on the marketing audit and STP strategy, individually students should develop an effective marketing mix plan including setting marketing objectives and tactical/strategic plans, the implementation process, alternative mechanisms of monitoring and control, marketing budgets, contingency and scenario planning.


Core Text:
West, D., Ford, J. and Ibrahim, E. (2015) Strategic Marketing: Creating Competitive Advantage, 3rd Edition, Oxford University Press.

Other Texts:
Gilligan, C. and Wilson, R. (2013) Strategic Marketing Management: Planning, Implementation and Control, 3rd Edition, Routledge Taylor & Francis Group.
Kerin, R.A. and Peterson, R.A. (2013) Strategic Marketing Problems: Cases and Comments, 13th Edition, Pearson.
McDonald, M. and Wilson H. (2016) Marketing Plans: How to prepare them, how to profit from them, 8th Edition, John Wiley & Sons.
Posner, H. (2015) Marketing Fashion: Strategy, Branding and Promotion, 2nd Edition, Laurence King Publishing. 
Wood, M.B. (2017) Essential Guide to Marketing Planning, 4th Edition, Pearson.

Journal of Strategic Marketing
Strategic Management Journal
Journal of Business Strategy
Journal of Marketing Research
Marketing Intelligence and Planning
Journal of Marketing
Journal of Academy of Marketing Science
European Journal of Marketing
Journal of Marketing Management
Journal of Business Management
Journal of Targeting, Measurement and Analysis for Marketing
Journal of Fashion Marketing and Management

Chartered Institute of Marketing (CIM)
Chartered Management Institute (CMI)

Electronic Databases:
Mintel, Market Intelligence, Keynote, Euromonitor.  

Financial Times, The Economist, Harvard Business Review, Marketing Week, Business Week.