Module BUSI5B815: Strategic Marketing Management

Department: Economics, Finance and Business (Business)

BUSI5B815: Strategic Marketing Management

Prerequisites

• None.

Corequisites

• None.

Excluded Combination of Modules

• None.

Aims

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

Content

• Changing Business Paradigms;
• Business Strategy: the Concept and Trends in its Management;
• Creating Customer Satisfaction and Loyalty;
• Strategic Market Planning;
• Analysing Business Markets;
• Identifying Market Segments and Targets;
• Creating and Managing Brand Equity;
• Devising a Contemporary Brand Strategy;
• Creating Advantage – Synergy & Vision versus Opportunism;
• Strategic Options;
• Global Marketing Strategies;
• Strategic Marketing Positioning;
• Growth Strategies;
• Marketing Diversification;
• Strategies in Declining and Hostile Markets;
• Managing Digital Technology in Marketing;
• Evaluation and Control – Managing Marketing Metrics;
• Organisation Issues;
• The Future of Marketing.

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 judgement and high level analytical tools to a range of complex strategic marketing problems.

Enhanced skills of: written communication; planning, organising and time management; problem solving and analysis; using initiative; computer literacy.

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 a case-study based written assignment, 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.

■ Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University