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Strategic Marketing

SMP811

Course CodeSMP811
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 Objectives

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.

Key Topics

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

Course Outline

WeekTopics
1Strategic Marketing Foundations and Processes
2External and Competitive Environment Auditing
3Internal Capabilities, Stakeholder Ecosystems, and Strategic Objectives
4Strategic Market Segmentation
5Target Market Selection and Brand Positioning
6Ontology of Brands and Strategic Equity
7Brand Architecture, Brand Pyramids, and Strategic Brand Management
MidtermMidterm evaluation
9Integrated Marketing Mix Architecture
10Product Lifecycle (PLC) Dynamics and Tactical Adaptation
11Marketing Implementation, Performance Metrics, and Strategic Synthesis
12Applying Strategic Marketing in practice: case studies
13Assignment workshop: research, planning and referencing
14Assignment workshop: drafting, feedback and improvement
15Review and coursework completion
FinalFinal assessment and submission

Learning Outcomes

  1. LO1 Be able to critically analyse the principles of strategic marketing and the role of digital technologies.
  2. 1.1 Critically evaluate the nature and purpose of strategic marketing in an organisation.
  3. 1.2 Critically analyse and apply different marketing concepts in a range of organisational contexts.
  4. 1.3 Explain the processes involved in strategic marketing.
  5. LO2 Be able to apply tools for analysing the business environment in strategic marketing.
  6. 2.1 Develop SMART strategic marketing objectives for an organisation.
  7. 2.2 Critically review the external and competitive environment in which an organisational performs.
  8. 2.3 Draw conclusions about the internal and stakeholder environment in which an organisational performs.
  9. LO3 Be able to carry out market segmentation, targeting and brand positioning.
  10. 3.1 Critically explore market segments for an organisational context.
  11. 3.2 Evaluate targeted segments for an organisational context.
  12. 3.3 Design a differentiated brand position for targeted segments for an organisational context.
  13. LO4 Be able to apply the integrated marketing mix in an organisation.
  14. 4.1 Evaluate the significance of the integrated marketing mix for an organisational context.
  15. 4.2 Design an effective marketing mix for an organisational context.
  16. 4.3 Critically analyse the relationship between the product lifecycle and the marketing mix for an organisational context.
  17. LO5 Be able to critically analyse brands in a business context.
  18. 5.1 Critically analyse the nature of brands and the significance of branding.
  19. 5.2 Critically discuss the need for integration between the brand pyramid, the brand's positioning and brand management.
  20. 5.3 Demonstrate how branding is used to strengthen a business or product.
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