Strategic Marketing - BUSN9330

Overview

Topics are:
- Marketing planning
- The market: understanding and analysing the marketing environment
- Segmentation, targeting and positioning
- Marketing research
- Understanding customers and buyer behaviour
- The organisation: marketing strategy and ethics
- The marketing mix (goods and services)
- New product development
- Marketing communications
- Pricing
- Marketing channels
- Contemporary issues in marketing

Details

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

The University is committed to ensuring that core reading materials are in accessible electronic format in line with the Kent Inclusive Practices.
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.