Module: Marketing Strategy

Module details

  • Module code

  • Module leader

    Beverley Hill
  • Module Level

  • Module credits

  • Min study time

    150 hours
  • Contact hrs

    36 hours

Module content

  • Analysing market structures, the determinants of supply and demand and key issues in the marketing environment
  • Objective setting and evaluating strategic marketing options.
  • Segmentation, targeting and positioning and contemporary developments in customised marketing.
  • Services marketing mix and the product/service continuum.
  • Brand management.
  • Relationship marketing.
  • International marketing strategies.
  • Sustainable, socially responsible and ethical strategies for marketing.
  • Marketing strategy control and evaluation.

Module outcomes

On successful completion of this module a student should be able to:

  1. Critically assess the context within which strategic marketing decisions are made. 
  2. Review and critically evaluate the major theories related to marketing strategy, brand management, consumer motivation and decision making.
  3. Recognise the value and limitations of adopting such theory in practice.
  4. Debate and critically evaluate the characteristics of holistic marketing and the methods used to develop effective marketing in organisations.
  5. Propose and justify strategic marketing decisions, based on sound analysis of a given context.


Assessment Description Weighting
Report Individual Marketing Report (2,000 words) 70%
Coursework Individual Theoretical Critique (1,000 words) 30%

Assessments may differ in 2020/21 due to adjustments for Covid-19. Please check Gateway for the latest regulations.

Key texts

Essential resources:

  • West, D., Ford, J. and Ibrahim, E. (2015) Strategic Marketing: Creating Competitive Advantage, 3rd edition, Oxford.
  • Drummond, G., Ensor, J. and Ashford, R. (2014) Strategic Marketing: Planning and Control, Routledge

Additional resources:

  • Kotler, P. and Keller, K.L. (2016). Marketing management, 15th ed. Pearson Education.