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