Module BUSI4D615: Strategic Marketing Management (ONLINE)

Department: Management and Marketing

BUSI4D615: Strategic Marketing Management (ONLINE)

Tied To

• N1KY07: Entrepreneurship (Part-time) (see Postgraduate Handbook 2012-2013 for details)
• N1N107: Entrepreneurship (for students entering in April 2014 only) (see Postgraduate Handbook 2017-2018 for details)
• N2K307: Management (Part-Time) (for students entering between Oct 2010 - Oct 2012) (see Postgraduate Handbook 2018-2019 for details)
• N2K507: Management (for students entering between Oct 2013 - Oct 2014) (see Postgraduate Handbook 2018-2019 for details)
• N5K107: Marketing (Part-Time) (for students entering between Oct 2010 - Oct 2012) (see Postgraduate Handbook 2017-2018 for details)
• N5K407: Marketing (for students entering in April 2013 only) (see Postgraduate Handbook 2016-2017 for details)
• N5K507: Marketing (for students entering from April 2014) (see Postgraduate Handbook 2016-2017 for details)
• N6K107: Human Resource Management (Part-time) (see Postgraduate Handbook 2012-2013 for details)
• N6K207: Human Resource Management (for students entering from October 2013) (see Postgraduate Handbook 2016-2017 for details)

Pre-requisites

Corequisites

Excluded Combinations

Aims

• To provide a comprehensive introduction to strategic management, marketing planning and professional marketing practice.
• To consolidate and extend the advanced research methods training and statistical analysis skills acquired during the Core period of the MA programme.
• 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 - functons, stakeholders, competences, capabilities, etc;
• The external environment - markets, customers, competitors, strategic alliances, etc.
• Corporate strategy, marketing objectives and strategic intent;
• SOSTAC framework - situation, objectives, strategy, tactics, actions, control.
• 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 oin Practice:
• Relationship marketing and customer relationship management (CRM) strategies;
• Managing marketing projects and activities;
• The extended marketing mix and associated management decisions;
• 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 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.

• 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 module is delivered via online learning, divided up into study weeks with specially produced resources within each week. Resources vary according to the learning outcomes but normally include: video content, directed reading, reflection through activities, opportunities for self-assessment and peer-to-peer learning within a tutor-facilitated discussion board. Tutors provide feedback on formative work and facilitate discussion board communication as well as being available for individual consultation as necessary (usually by email and Skype). 
• The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment

A written assignment of 1,500 words, or its multimedia equivalent, which may involve some group work.