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Marketing Strategy

Module description

The aim of this module is to introduce marketing as a central feature of the strategic planning process. The American Marketing Association defines marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. A marketing perspective focuses on an in-depth and critical understanding of desires and decision processes of customers and businesses. This module will introduce the stages of an organisation’s marketing strategy as: strategic analysis; strategic choice; strategic implementation; and monitoring and control. Understanding the processes involved in these stages, from both theoretical and practical perspectives will develop participant’s awareness of the changing role of marketing in today’s organisations. The module content is structured around practical examples and case studies that aim to help you develop skills of critical analysis and problem-solving.


NB: This module is only available to students who have the module listed on their programme specification

Full module specification

Module title:Marketing Strategy
Module code:BEMM148
Module level:M
Academic year:2023/4
Module lecturers:
  • Dr Lindsay Stringfellow - Convenor
Module credit:15
ECTS value:






Duration of module: Duration (weeks) - term 1:


Module aims

This module aims to introduce you to the basic areas of marketing management, as well as give you the broader perspective of how marketing strategy is created and developed by organisations. The consultancy-based group project will develop your team-work and communication skills, as well as allow you to apply theory and secondary data analysis to a real-life marketing problem faced by organisations. 

ILO: Module-specific skills

  • 1. explain the strategic planning process and how to critically evaluate the marketing orientation of organizations
  • 2. explain the difference between operational and strategic marketing, and how to use these principles to develop a strategic marketing plan

ILO: Discipline-specific skills

  • 3. independently and critically apply strategic marketing and the principles of marketing management across a wide range of markets

ILO: Personal and key skills

  • 4. demonstrate critical evaluation skills
  • 5. demonstrate skills in learning reflectively and work as a team to formulate strategy based on theoretical perspectives and market research

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Scheduled learning and teaching activities23Lectures
Guided independent study127Reading, preparation for classes and assessments

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Practice Multiple Choice Tests2 x 1 hour1 & 2Grade, answers and feedback via ELE
Group Presentation Workshop20 minutes3, 4, 5Oral feedback on group project

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Multiple Choice Test101 hour1 & 2Grade will be notified to individuals via ELE
Group Presentation (indicative group size 7)3015 minutes1, 2, 3, 4, 5Written feedback given to groups
Coursework Essay602000 words1, 2, 3, 4Written feedback to individuals and general provided on ELE

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Multiple Choice Test Multiple Choice Test1 & 2August Examination Period
Group PresentationIndividual Report (1500 words)1, 2, 3, 4August Examination Period
Coursework EssayCoursework Essay (2000 words)1, 2, 3, 4August Examination Period

Re-assessment notes

Where reassessment is by defer, it will be the same as the original assessment (where possible) and any marks obtained for other module elements will be retained.

Syllabus plan

Marketing Strategy: Strategic Analysis and Choice

  • Introduction to Marketing and Marketing Strategy
  •  Marketing Environment, Information and Research
  •  Buyer Behaviour
  •  Segmentation, Targeting, and Positioning

Marketing Management: Strategic Implementation and Control

  •  Strategic and Operational Management of the Marketing Mix
  •  Control and monitoring 

Indicative learning resources - Basic reading

Armstrong, G, Kotler, P., Harker, M. and Brennan, R. (2019) Marketing: An Introduction, 4th European Edition, Essex UK: Pearson Education Ltd.

Baines, P., Fill, C., Rosengren, S., and Antonetti, P. (2019) Marketing, 5th Edition, Oxford: Oxford University Press.

Kotler, P., Keller, K., Brady, M., Goodman, M., and Hansen, T. (2019) Marketing Management, 4th European Edition, Essex UK: Pearson Education Ltd.

Module has an active ELE page?


Indicative learning resources - Web based and electronic resources

Company and industry reports from Mintel, Datamonitor and other material in the electronic library.

Library electronic resources and ELE, the virtual learning environment

Indicative learning resources - Other resources

Suggested journal articles will be made available on ELE

Origin date


Last revision date