Marketing Strategy - BUSN7580

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2024 to 2025
Autumn Term 5 15 (7.5) Mona Rashidirad checkmark-circle


The module introduces to students the importance of marketing in competitive and dynamic environments.
• Introduction to strategic marketing – corporate vs. marketing strategies
• Identify and assess 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


Contact hours

Total contact hours: 21
Private study hours: 129
Total study hours: 150

Method of assessment

Main assessment methods:
Examination, 2 hours (60%)
Group Presentation (20%)
VLE Test – MCQ (20%).

Reassessment method:
100% exam

Indicative reading

Kotler, P., and Keller, K. L. (2012), Marketing Management, 14th Edition. London: Pearson

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 New International Edition.

See the library reading list for this module (Canterbury)

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate knowledge and systematic understanding of the difference between strategic management and marketing strategy.
- Assess the marketing environment and identify opportunities
- Define objectives and evaluate alternative marketing options.
- Identify appropriate marketing segments for a given product or service and formulate a marketing mix strategy to serve such segment.
- Describe the elements of a marketing plan and the steps on which it is developed.
- Analyse the weaknesses of each element of the marketing plan and propose suitable contingencies.

The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Display self-management skills
- Analyse appropriate data and information.
- Identify and appraise both academic and practical problems
- Effectively communicate through oral and written presentations


  1. Credit level 5. Intermediate level module usually taken in Stage 2 of an undergraduate degree.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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