This module will be of interest to students who wish to gain an understanding of how to take a strategic approach in marketing and marketing communications planning. Students will become familiar with techniques for analysing the internal and external environment so as to evaluate strategic choices for competitive advantage. Students will learn how to interpret marketing knowledge and analysis to critically evaluate current marketing plans, and formulate a coherent marketing strategy.
The module includes an opportunity to participate in a Circular Economy workshop on sustainable consumption (Sustainable Development Goal No. 12 – ‘doing more and better with less’) with the aim of developing a programme about educating consumers on sustainable consumption and lifestyles.
The module is suitable for both business and non-business students.
Full module specification
|Module title:||Marketing Strategy|
|Duration of module:||
Duration (weeks) - term 2: |
The aim of this module is to provide the student with a relevant and comprehensive understanding of theory and concepts of strategic marketing in a global market place. Students will learn how to interpret marketing knowledge and analysis to critically evaluate current marketing plans, and formulate a coherent marketing strategy. The analytical skills developed on this module are designed to provide the student with a critical awareness of the importance of strategically managing the customer relationship process.
ILO: Module-specific skills
- 1. Explain the strategic marketing options for business
- 2. Evaluate and assess critically, the theory and concepts of strategic marketing
- 3. Develop an integrative marketing communications plan appropriate for operating in global market place
- 4. Interpret marketing knowledge and analysis to critically evaluate current marketing plans, and formulate a coherent marketing strategy
- 5. Explain the implications of strategically miss-managing the customer relationship process
- 6. Critically appraise a strategic marketing communications campaign
- 7. Construct a definition of the concept of Responsible Marketing
ILO: Discipline-specific skills
- 8. Identify resources required to successfully implement a strategic plan
- 9. Analyse relevant information to inform strategic decision making
ILO: Personal and key skills
- 10. Reflect on a work-related experience of multi-cultural teamwork
- 11. Utilise digital technology to develop written and communication skills
Learning activities and teaching methods (given in hours of study time)
|Scheduled Learning and Teaching Activities||Guided independent study||Placement / study abroad|
Details of learning activities and teaching methods
|Category||Hours of study time||Description|
|Scheduled Learning and Teaching Activities||20 hours||10 X 2 hour Lectures|
|Scheduled Learning and Teaching Activities||10 hours||weekly 1 hour x 10|
|Independent study||116 hours||Core and supplementary reading, lesson preparation and essay writing|
|Workshop||4 hours||Development of a programme for educating consumers on sustainable consumption|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Draft poster||Presentation 15 minutes||1,2,3,6||Peer in class|
|Conceptual mapping||1 hour tutorial||4,7,9||Verbal in class|
Summative assessment (% of credit)
|Coursework||Written exams||Practical exams|
Details of summative assessment
|Form of assessment||% of credit||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Poster Exercise||30||1,2,3,11||Written via ELE|
|Individual report including a concept map which provides a visual representation of connections between concepts learnt.||50||1, 2,4,7, 9||Written via ELE|
|A digitally recorded discussion which critically appraises a strategic marketing communications campaign.||20||5,6,8,10,11||Written and Oral via ELE|
Details of re-assessment (where required by referral or deferral)
|Original form of assessment||Form of re-assessment||ILOs re-assessed||Timescale for re-assessment|
|Poster Exercise in pairs||Reflective essay||1,2,3,6,11||July|
|Individual report including a concept map which provides a visual representation of connections between concepts learnt.||Individual report including a concept map which provides a visual representation of connections between concepts learnt.||1, 2,4,7, 9||July|
|A digitally recorded discussion which critically appraises a strategic marketing communications campaign.||A digitally recorded discussion which critically appraises a strategic marketing communications campaign.||5,6,8,10,11||July|
Introduction to strategic marketing
The marketing communications industry
Strategic market segmentation, targeting and positioning
Advertising and promotion
The tools of international marketing communications
Developing the marketing communications strategic plan
Integrated marketing communications across multimedia platforms (planning and development)
Measuring Marketing effectiveness
Ethics of marketing communications
Contemporary issues for Marketing Managers
Indicative learning resources - Basic reading
Ahi, A., Baronchelli, G., Kuivalainen, O., & Piantoni, M. (2017). International Market Entry: How Do Small and Medium-Sized Enterprises Make Decisions?. Journal of International Marketing, 25(1), 1-21. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
Czinkota, M. R., & Ronkainen, I. A. (2013). International marketing. Cengage Learning.
Hanlon, A. (2019). Digital Marketing: Strategic Planning & Integration. SAGE Publications Limited.
Mullins, J. W., Walker, O. C., Boyd, H. W., & Larréché, J. C. (2013). Marketing management: A strategic decision-making approach. New York: McGraw-Hill.
Module has an active ELE page?
Indicative learning resources - Web based and electronic resources
The Chartered Institute of Marketing https://www.cim.co.uk
Jonas Ridderstrale: Business Speaker, Author of Funky Businesshttp://jonasridderstrale.com/index.htm
Marketing Week https://www.marketingweek.com/
The marketing Academy https://themarketingacademy.org.uk/
Indicative learning resources - Other resources
Last revision date