Strategic Marketing
An 8-week master's level course focused on the critical evaluation of key concepts associated with strategic marketing.
Module Aims
By the end of the course:
students can understand and critically evaluate the key constructs associated with Strategic Marketing; students can understand and evaluate how strategic marketing interfaces with general business strategy; and students know and are able to critically appraise the difference between good strategic marketing practice and practice that falls short of professional quality.
Synopsis of module content
- Introduction to marketing planning, implementation and marketing-related processes;
- Strategic marketing planning Event planning and marketing
- Scenario building and forecasting;
- Data-management processes related to marketing;
- Fulfilment of stakeholder expectations;
- Segment acquisition;
- Internal marketing; and
- Future implications for marketing
Learning Outcomes and Assessment Strategy
Learning Outcome
On completion the students will be able to:
- understand the components that lead to successful strategic marketing;
- Critically reflect upon the marketing process used to communicate to stakeholders.
Reading List Entry
Latest editions of the following texts:
- Aaker and McLoughlin – Strategic Marketing Management (European Edition), Wiley; ISBN: 978-0-470-05986-9
- Moutinho and Southern – Strategic Marketing Management, South-Western Cengage; ISBN: 978-1-84480-000-1
Written Assessments
- Assignment 01: A 4,800-word report on live strategic marketing activity or case study. This report contributes 80% of the module grades.
- Assignment 02: A 12,00-word Critical Reflection on Case Study. This essay contributes 20% of the module grades.
Key Skills
- Working with Others: Effective performance within team environments and the ability to recognise and utilise individuals' contributions in group processes and to negotiate and persuade or influence others; team selection, delegation, development and management
- IT Skills: Effective use of CIT
- Enquiry and Analysis: Academic research of primary/secondary sources ; critical analysis and evaluation of information sources,
- Problem Solving: Advanced problem solving skills: recognise underlying issues and problems; recognise trends, associations, and/or cause-effect relationships in data; integrate information and data to make their meaning and implication clear.
- Communication: Effective two-way communication: listening, effective oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports
- Critical Reflection: High personal effectiveness: critical self-awareness, self-reflection and self-management; time management; sensitivity to diversity in people and different situations and the ability to continue to learn through reflection on practice and experience.
Course curriculum
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1Module Specifications
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2Week 01: Strategic Marketing Planning
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3Week 2: Strategic Planning and Implementation
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4Week 3: Segment Acquisition
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5Week 4: Internal Marketing & Assessment
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6Week 5: Corporate Social Responsibility (CSR) as Strategy
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7Week 6: Stakeholder Expectations
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8Week 7: Event Marketing and Planning
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9Week 8: The Future of Marketing Strategy