Strategic Marketing - CB761

Location Term Level Credits (ECTS) Current Convenor 2019-20
Medway Autumn
View Timetable
6 15 (7.5) DR T Lyngdoh


CB371 Marketing Principles





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.

The key topics of the module are:

• Marketing orientation and the marketing planning process
• Strategic thinking and barriers to planning
• Models for assessing the macro and micro environments and internal environments, including PESTLE, SOSTAC, Porter's 5 Forces, customer, competitor and channel analysis
• Core competencies, capabilities and assets utilising innovation auditing and brand equity analysis to value chain and financial techniques
• SWOT and TOWS analysis to clarify the key issues and constraints
• Marketing operations and globalisation
• Formulating strategy utilising such models as Ansoff’s growth matrix and Porter’s generic strategies
• STP approach
• Stages in project management in developing and implementing a marketing plan
• Measures for controlling the plan


This module appears in:

Contact hours

Lectures 11
Seminars 10
Independent study 129

Total 150

Method of assessment

Individual Report (3,500 words) 70%
Group Podcast (5 minutes of audio) 30%

Indicative reading

Essential reading:

Hooley, G., Nicoulaud, B. and Piercy, N. (2011) Marketing strategy and competitive positioning. 5th edition. Harlow: FT Prentice Hall. [ISBN 9780273740933]

West et al. (2015) Strategic Marketing: Creating Competitive Advantage. 3rd edn. Oxford: Oxford University Press.

Background Reading:

Blythe, J., and Megicks, P. (2010) Marketing planning: Strategy, Environment and Context. Harlow: Prentice Hall.

Keller, K. L. (2015) Strategic Brand Management: building, measuring, and managing brand equity. 4th edn. Boston: Pearson

Kerin, R. A. and Peterson, R. A. (2013) Strategic Marketing Problems: Cases and comments. 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]

Journal of Business Strategy
Journal of Marketing
Journal of Strategic Marketing

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:
8.1. Demonstrate a systematic understanding of the theoretical frameworks and processes in strategic marketing.
8.2. Make strategic decisions by assimilating and combining different types of industry and market research information to develop marketing strategies for domestic and international markets.
8.3. Evaluate arguments and/or propositions and make judgments that can guide the development of marketing plans and decision-making.
8.4. 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:
9.1. Critically evaluate argument, assumptions and data to make reasoned judgments and to frame appropriate questions to achieve a solution.
9.2. Apply a variety of problem-solving tools and methods both autonomously and collaboratively.
9.3. Effectively communicate the solutions arrived at, and the thinking underlying them, in verbal and written form.
9.4. Demonstrate an ability to work pro-actively with others to formulate solutions.

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