Strategic Marketing - BUSN9330

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2024 to 2025
Autumn Term 7 15 (7.5) Benjamin Lowe checkmark-circle


In a fast changing world, strategic marketing skills are increasingly important to anticipate new trends and stay ahead of the competition. You'll understand the core concepts of strategic marketing focusing on marketing analysis and strategy, and be able to critically analyse an organisation’s position and recommend courses of action consistent with its strategy.


Contact hours

Total contact hours: 24
Private study hours: 126
Total study hours: 150

Method of assessment

Main assessment methods

Individual Case Study/Report (3000 words) (80%)
Mid- term quiz (20%)

Reassessment method:
100% coursework

Indicative reading

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The most up to date reading list for each module can be found on the university's reading list pages.

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:
- Evaluate market opportunities and develop strategic and tactical responses.
- Critically assess and evaluate the application of marketing concepts, models and theories
- Critically analyse the use of marketing mix tools for the purposes of marketing planning.
- Critically assess contemporary issues in marketing to formulate actionable marketing strategies.

The intended generic learning outcomes. On successfully completing the module students will be able to:
- Communicate effectively both orally and in writing
- Work under their own initiative.
- Identify, critically analyse and address both academic and practical problems.
- Critically formulate a considered outline of a logical case/argument.


  1. Credit level 7. Undergraduate or postgraduate masters level module.
  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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