Strategic Marketing - BUSN7610

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2024 to 2025
Autumn Term 6 15 (7.5) Kun Tian checkmark-circle


This module examines recent developments in marketing thinking and market strategy development. It focuses on the dynamic aspects of market strategy development, and current issues such as relationship and Internet marketing.

Indicative topics of the module are:

• Define Strategic Marketing: A First Principles Approach and assessment requirements
• Approaches and Framework for Managing Customer Heterogeneity: STP approach & Positioning Maps
• Approaches and Framework for Managing Customer Dynamics: Customer Mapping
• Managing Sustainable Competitive Advantage (SCA): Branding, Offering and Innovation, Relationship and digital marketing strategies
• Managing Resources Trade Off
• Building Strategic Marketing Analytics Capabilities
• Overview and Implementation of the 4 Strategic Marketing Principles


Contact hours

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

Method of assessment

Main assessment methods:
VLE test (20%)
Group Presentation ((Podcast-Pre-recorded -10 mins) (20%)
Individual report (3000 words) (60%)

Reassessment methods:
100% coursework

Indicative reading

Marketing Strategy: Based on First Principles and Data Analytics by Robert Palmatier & Shrihari Sridhar 2017
West et al. (2015) Strategic Marketing: Creating Competitive Advantage. 3rd edn. Oxford: Oxford University Press.
Keller, K. L. (2015) Strategic Brand Management: building, measuring, and managing brand equity. 4th edn. Boston: Pearson

Kotler, P., and Keller, K. L. (2015) A Framework for Marketing Management. 6th edn. Boston: Prentice Hall

McDonald, M. and Wilson, H. (2016) Marketing plans: how to prepare them, how to use them. 8th edition. Chichester, John Wiley & Sons. [ISBN-10: 111921713X

See the library reading list for this module (Canterbury)

See the library reading list for this module (Medway)

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate a systematic understanding of the theoretical frameworks and processes in strategic marketing.
- Make strategic decisions by assimilating and combining different types of industry and market research information to develop marketing strategies for domestic and international markets.
- Evaluate arguments and/or propositions and make judgments that can guide the development of marketing plans and decision-making.
- Demonstrate integrative understanding of the main parameters of managerial problems and develop strategies for their resolution.

The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Critically evaluate argument, assumptions and data to make reasoned judgments and to frame appropriate questions to achieve a solution.
- Apply a variety of problem-solving tools and methods.
- Effectively communicate the solutions arrived at, and the thinking underlying them, in verbal and written form.
- Communicate effectively to a variety of audiences and/or using a variety of methods.


  1. Credit level 6. Higher level module usually taken in Stage 3 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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