Module BUSI5B815: Strategic Marketing Management

Department: Management and Marketing

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

• The Marketing Concept
• The Marketing and Strategy Environment
• Segmentation, Targeting and Positioning
• The 4 Ps – (Product, Price, Promotion, Place)
• Marketing Strategy - Introduction, Context, and Issues
• Developing a Marketing Strategy

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.

• Be able to critically evaluate a marketing strategy.
• Be able to develop a suitable marketing strategy.

• Written communication skills
• Planning, organising and time management
• Problem solving and analysis
• Using initiative
• Computer literacy
• Working with others
Written communication; planning, organising and time management; problem solving and analysis; using initiative; computer literacy; working with others.

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 taught lectures, seminars, group discussion, supported by guided reading.
• The module is summatively assessed by an individual report.
• The summative assignment of the module is designed to test students' knowledge and understanding of the subject matter, and their ability to apply it in marketing practices. The report covers the key topics of marketing faced by a real world organisation.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

Group presentations

■ 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