Marketing Strategy (887N1)

15 credits, Level 7 (Masters)

Spring teaching

This module encompasses a comprehensive exploration of the key aspects of Marketing Strategy.

In this module we will analyse traditional approaches to marketing strategy as well as discuss ideas about value innovation and market driving strategies.

You will first understand how to assess the firm and its environment in order to develop marketing strategy. Further, key competitive strategies will be discussed, providing insights into both responsive market driven strategic approaches and proactive market driving strategic approaches.

As a part of this module, you will compete in a Blue Ocean Strategy Simulation making key marketing decisions. 

Teaching and assessment

We’re currently reviewing teaching and assessment of our modules in light of the COVID-19 situation. We’ll publish the latest information as soon as possible.

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 33 hours of contact time and about 117 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.

This module is running in the academic year 2021/22. We also plan to offer it in future academic years. However, there may be changes to this module in response to COVID-19, or due to staff availability, student demand or updates to our curriculum. We’ll make sure to let our applicants know of material changes to modules at the earliest opportunity.

It may not be possible to take some module combinations due to timetabling constraints. The structure of some courses means that the modules you choose first may determine whether later modules are core or optional.


This module is offered on the following courses: