Course CodeSL710

ECTS

Course Description

The aim of this unit is to develop learners’ understanding of the concepts, methods and technical aspects of strategic marketing and the challenges associated with marketing in today’s business environment, including how a strategy combines product development, promotion, distribution, pricing, relationship management and other elements.

Course Outline

Week	Topics
1	The nature and purpose of strategic marketing
2	Marketing concepts across organisational contexts
3	Processes involved in strategic marketing
4	Developing SMART strategic marketing objectives
5	The external and competitive environment
6	The internal and stakeholder environment
7	Strategic options within environmental constraints
8	Midterm evaluation
9	Market segmentation and evaluating target segments
10	Designing a differentiated brand position for targeted segments
11	The integrated marketing mix
12	The product lifecycle, marketing mix dynamics and marketing tactics
13	The nature of brands and the significance of branding
14	Brand pyramid, positioning and brand management; strengthening a business
15	Review and coursework completion
16	Final evaluation and project assessment

Learning Outcomes

LO1 Be able to critically analyse the principles of strategic marketing and the role of digital technologies.
LO2 Be able to apply tools for analysing the business environment in strategic marketing.
LO3 Be able to carry out market segmentation, targeting and brand positioning.
LO4 Be able to apply the integrated marketing mix in an organisation.
LO5 Be able to critically analyse brands in a business context.

Learning Resources

Aaker, D. A. and McLoughlin, D. (2010) Strategic Market Management: Global Perspectives. Chichester: John Wiley & Sons. Proctor, C. (2014) Strategic Marketing: An Introduction. Oxon: Routledge. Bradley, F. (2005) International Marketing Strategy. New Jersey, FL: Prentice Hall. Best, R. J. (2009) Market-based Management: Strategies for Growing Customer Value and Profitability. 5th Edition. Harlow: Prentice Hall. Chernev, A. (2009) Strategic Marketing Management. 5th Edition. New York: Brightstar Media. Hastings, H. and Saperstein, J. (2007) Improve Your Marketing to Grow Your Business. New York: Wharton School Publishing. Hooley, G., Saunders, J., Piercy, N. F. and Nicoulaud, B. (2007) Marketing Strategy and Competitive Positioning. 4th Edition. Harlow: Financial Times/Prentice Hall. Kotler, P. and Armstrong, G. (2008) Principles of Marketing. 13th Edition. New York: Prentice Hall. Kotler, P. and Keller, K. L. (2008) A Framework for Marketing Management. London: Pearson Education. Lambin, J. J. (2007) Market Driven Management: Strategic and Operational Marketing. 2nd Edition. London: Palgrave Macmillan. McDonald, M. (2007) Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy. New York: Kogan-Page. Mukerjee, K. (2007) Customer Relationship Management: A Strategic Approach to Marketing. New Delhi: Prentice Hall of India. Mullins, J., Walker, O. C. and Boyd, H. W. (2009) Marketing Management: A Strategic Decision-Making Approach. 7th Edition. New York: McGraw-Hill Higher Education. Palmer, R., Cockton, J. and Cooper, G. (2009) Managing Marketing: Marketing Success Through Good Management Practice. Oxford: Butterworth-Heinemann. Tollin, K. and Carù, A. (eds.) (2008) Strategic Market Creation: A New Perspective on Marketing and Innovation Management. Chichester: John Wiley and Sons. Winer, R. and Dhar, R. (2010) Marketing Management. 4th Edition. London: Pearson Education.

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