This module is not currently running in 2024 to 2025.
This module introduces students to the core theories of marketing strategy. It is based around a systematic approach to strategic marketing planning and the influences on the process. The module will include:
• Introduction to strategic marketing – corporate vs. marketing strategies
• Identify and understand marketing ethics dilemmas
• Auditing the external and the internal environments
• Marketing information
• Identifying consumer and business segments
• Formulating marketing goals and specific objectives
• Developing a marketing plan for a commercial or a social organization
• Define adequate control and performance indicators to control the marketing plan
Lectures: 11
Seminars: 10
Independent Study: 129
Total Hours: 150
Examination - 2 hour, unseen 60%
Group presentation 20%
Individual online test 20%
Peter, J. P. and Donnelly, J. H. (2013) Marketing Management: Knowledge and Skills, 11th edition. Maidenhead: McGraw-Hill.
Wood, M. B. (2013) The Marketing Plan Handbook, 5th Edition. New York: Pearson International
Kotler, P., and Keller, K. L. (2012), Marketing Management, 14th Edition. London: Pearson
See the library reading list for this module (Canterbury)
See the library reading list for this module (Medway)
The intended subject specific learning outcomes
By the end of this module, students will be able to:
Demonstrate knowledge and systematic understanding of the difference between strategic management and marketing strategy.
Identify marketing opportunities and formulate marketing goals.
Define and evaluate alternative marketing options.
Identify and evaluate appropriate marketing segments for a given product or service
and formulate a marketing mix strategy for each.
Describe the elements of a marketing plan and evaluate the importance of each step
in the planning process
Demonstrate critical awareness of the weakness of each stage of the marketing
plan and propose suitable contingencies.
The intended generic learning outcomes
By the end of this module, students will be able to:
Demonstrate self-management skills and exercise personal responsibility
Evaluate and link theoretical perspectives to practical situations for decision-making.
Develop interpersonal and team-working skills.
Analyse appropriate data and information.
Identify and critically appraise both academic and practical problems.
Communicate effectively through oral and written presentation.
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