Business and management studies

Marketing Strategy

Module code: N1070
Level 6
15 credits in autumn teaching
Teaching method: Lecture, Seminar
Assessment modes: Coursework

One of the key tasks of marketing managers is to develop and implement marketing strategies that can create and sustain competitive advantage for the organisation in the marketplace.

In this module, you address the role of marketing in strategy formulation and the fundamental principles that guide organisational actions to ensure marketing success, not just for today, but into the foreseeable future.

You explore theoretical and practical perspectives of marketing strategy, the strategic marketing planning process and associated activities - including customer relationship management, market-led innovation and marketing measurement.

In this module, you have a strong focus on the strategic planning of marketing, including evolving developments in strategic marketing thinking and implications for marketing management.

In addition, through case study work, you develop an appreciation of the practical applications of various strategic concepts and techniques, and critically 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.