IB9BE-15 Strategic Marketing
Introductory description
The module is designed to provide a framework for identifying and addressing major strategic marketing issues faced by organisations.
Module aims
The objectives of the module are to:
- Provide students with a framework for identifying and addressing major strategic marketing issues faced by organisations
- Build an understanding of the processes and systems that are managed to turn strategic choices into practical business outcomes
- Develop a critical understanding on the role of planning and budgeting processes in managing strategic marketing implementation and change.
Outline syllabus
This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.
INTRODUCTION TO STRATEGIC MARKETING
Market-driven strategy in the context of corporate, business and marketing strategy. Challenges of a new era for marketing and needs for responsiveness and new business paradigms.
MARKETS, SEGMENTS AND CUSTOMER VALUE
Markets and competitive space. Strategic marketing segmentation. Strategic customer relationship management. Capabilities for learning about customers and markets.
DESIGNING MARKET-DRIVEN STRATEGIES
Market targeting and strategic positioning. Strategic relationships. Innovation and new product strategy.
MARKET-DRIVEN PROGRAMME DEVELOPMENT
Strategic brand management. Value chain strategy. Pricing strategy. Promotion, advertising and sales promotion strategies. Sales force, Internet and direct marketing strategies.
IMPLEMENTING AND MANAGING MARKET-DRIVEN STRATEGIES
Designing market-driven organizations – structuring resources, globalization. Marketing strategy implementation and control – planning process, implementation approaches and the balanced scorecard, evaluation and control, measuring marketing performance.
Learning outcomes
By the end of the module, students should be able to:
- Demonstrate comprehensive understanding of strategic marketing in the context of corporate and business strategy
- Demonstrate an awareness of practical managerial issues in strategic marketing, as well as some generic solutions
- Adopt a critical perspective on corporate practices in delivering value to their markets
- Take a critical view of conventional strategic marketing concepts and models presented in the literature
- Critically evaluate conventional concepts relating to strategic market segmentation and competitive positioning
Indicative reading list
Hooley, G.J. et al. (2020) Marketing strategy and competitive positioning. 7th. Harlow, England: Pearson.
Aaker, D.A. and Moorman, C. (2023) Strategic market management. Twelfth. Hoboken, NJ: Wiley.
Kotler, P. et al. (2024) Marketing management. 5th European. Hoboken: Pearson Education Limited.
Research element
This will be part of the assessment.
Subject specific skills
Apply strategic marketing concepts and techniques in a variety of settings and for a range of products and services
Deploy insights into the organisational and strategic context within which strategic marketing processes operate
Contribute to enhanced processes for strategic marketing planning, implementation and control
Assess case studies to develop potential business solutions to strategic marketing issues
Transferable skills
Demonstrate problem solving skills in strategic marketing developed through analysing research papers and business problems in case studies.
Demonstrate communication skills developed through presentation of research results and their theoretical and practical implications
Study time
| Type | Required |
|---|---|
| Online learning (scheduled sessions) | 9 sessions of 1 hour (6%) |
| Other activity | 18 hours (12%) |
| Private study | 49 hours (33%) |
| Assessment | 74 hours (49%) |
| Total | 150 hours |
Private study description
Private study to include preparation for lectures and own reading
Other activity description
9 x 2 hrs F2F workshops
Costs
No further costs have been identified for this module.
You do not need to pass all assessment components to pass the module.
Assessment group A2
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
Assessment component |
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| Group Presentation | 20% | 15 hours | No |
|
Group presentation (15 mins) |
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Reassessment component |
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| Individual assignment | Yes (extension) | ||
|
1000 words |
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Assessment component |
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| Individual Report | 80% | 59 hours | Yes (extension) |
|
Individual Report (2500 words) |
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Reassessment component is the same |
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Feedback on assessment
Formative feedback is provided during the module delivery. Official feedback is via myWBS
Courses
This module is Core for:
- Year 1 of TIBS-N1F3 Postgraduate Taught Business with Marketing