Strategy and Marketing
Marketing Strategy
Module code: N1070
Level 6
15 credits in autumn semester
Teaching method: Lecture, Workshop
Assessment modes: Coursework, Report
On this module, you’ll explore:
- the role of marketing in strategy formulation
- the fundamental principles that guide organisational actions to ensure sustainable marketing success.
You’ll also engage with:
- theoretical and practical perspectives of marketing strategy
- strategic marketing planning process
- customer relationship management
- market-led innovation
- marketing measurement.
You’ll focus on the strategic planning of marketing, including developments in strategic marketing thinking and implications for marketing management.
Through case study work, you’ll develop an appreciation of the practical applications of various strategic concepts and techniques. You’ll evaluate and select strategic options available to marketing decision-makers.
Module learning outcomes
- Understand the role of marketing in strategy formulation and within the wider organisational context of strategic management.
- Define marketing strategy and its core concepts and demonstrate understanding of the conceptual framework of strategic marketing planning and implementation.
- Critically assess and interpret dynamic, competitive market/industry environments and competitive options available to marketing strategy planners.
- Show how strategic marketing can be effectively used in rapidly changing business and industry environments, and how it is key in building sustainable competitive advantage.