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


The business world is fast moving, constantly changing and evolving, and businesses need to change with it. However, one constant for all businesses is the need for strategic marketing. Marketing isn't just about selling products and services, it is all about making connections, creating a lasting impact and steering your business towards success. You’ll explore all the intricacies of market analysis, consumer behaviour and strategy development, so you can be ready to lead on, and create effective marketing campaigns. Through hands-on workshops and industry insights, you’ll discover how to adapt to changing market landscapes, communicate your brand's worth and drive growth. You’ll finish this module with a cutting-edge perspective on strategic marketing, bringing your new ideas to businesses to ensure success. This expertise is not just a career advantage, it's your passport to becoming a sought-after marketing leader.


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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