MC6095 - Strategic Marketing (2024/25)
| Module specification | Module approved to run in 2024/25 | ||||||||||
| Module title | Strategic Marketing | ||||||||||
| Module level | Honours (06) | ||||||||||
| Credit rating for module | 15 | ||||||||||
| School | Guildhall School of Business and Law | ||||||||||
| Total study hours | 150 | ||||||||||
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| Assessment components |
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| Running in 2024/25(Please note that module timeslots are subject to change) |
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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
Syllabus
- 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).
Bibliography
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.
Journals:
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
Websites:
Chartered Institute of Marketing (CIM) www.cim.co.uk
Chartered Management Institute (CMI) www.managers.org.uk
Electronic Databases:
Mintel, Market Intelligence, Keynote, Euromonitor.
Other:
Financial Times, The Economist, Harvard Business Review, Marketing Week, Business Week.