Module BUSI5B815: STRATEGIC MARKETING MANAGEMENT

Department: Economics, Finance and Business (Business)

BUSI5B815: STRATEGIC MARKETING MANAGEMENT

Pre-requisites

Corequisites

Excluded Combinations

Aims

• To provide a comprehensive introduction to strategic management, marketing planning and professional marketing practice.
• To develop advanced research methods training and statistical analysis skills.
• To equip the student with the advanced conceptual and practical skills needed to successfully develop a professional strategic marketing plan.

Content

• I. Marketing and Strategy:
• The development of marketing and the marketing concept;
• The internal environment - functions, stakeholders, competences, capabilities, etc;
• The external environment - markets, customers, competitors, strategic alliances, etc.
• Corporate strategy, marketing objectives and strategic intent;
• Practitioners' tools and techniques.
• II. Strategic Marketing Planning:
• The strategic marketing plan and its organisational context;
• Forecasting, budgeting and planning;
• Product, service and pricing decisions;
• Promotion and distribution decisions;
• Performance measurement, evaluation and control;
• III. Marketing Management in Practice:
• Relationship marketing and customer relationship management (CRM) systems;
• Managing marketing projects and activities;
• Managing marketing teams;
• The extended classical marketing mix and modern practitioner mixes;
• Strategy, marketing, and management control systems.

Learning Outcomes

• An advanced understanding and critical appreciation of the conceptual models that underpin the strategic marketing planning process.
• A critical appreciation of the complex nature of strategic marketing management decisions and potential barriers to their implementation.

• The ability to apply both managerial judgment and high level analytical tools to a range of complex strategic marketing problems.

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

• The learning outcomes will be achieved through a combination of lectures, guided reading, group presentations and case studies.
• The assessment of the module, by written examination, is designed to:
• test the aquisition and articulation of knowledge;
• test conceptual understanding and skills of application and interpretation within the business context.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment

Student presentations, case study preparation.