In competitive marketplaces, strategic marketing planning is essential for firms seeking opportunities to pursue and identifying actions needed to reach target customers, foster brand awareness and increase revenue. In this module, you will further your understanding of marketing strategy and planning by learning how to systematically approach and develop a strategic marketing plan for a commercial or a social organisation. Through this process you will learn the tools marketers use to assess market opportunities and their competitors and develop and apply your skills using live briefs and/or practical marketing simulations. Case studies and guest speakers will also further your understanding and appreciation of marketing strategy in practice and the issues, challenges, and ethical dilemmas marketers face when operating in both domestic and international environments.
Lecture 16, Seminar 16
Group Presentation (15 minutes) worth 20%.
Individual Report (3000 words) worth 80%.
Reassessment Method: 100% Written Assessment – Individual Report (3,000 words)
On successfully completing the module, students will be able to:
Demonstrate an understanding of the difference between corporate and marketing strategy and an awareness of a range of strategic marketing challenges facing marketers.
Create a marketing plan based an understanding of the steps by which it is developed in commercial or social organisations.
Evaluate market opportunities by applying strategic techniques to analyse the marketing environment and interpret market knowledge.
Analyse and appraise a range of marketing strategies using case studies to replicate marketing in practice.
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