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. 


33%: Lecture
67%: Practical (Workshop)


30%: Coursework (Report)
70%: Examination (Take away paper)

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.

We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2023/24. However, there may be changes to these modules in response to feedback, staff availability, student demand or updates to our curriculum. We’ll make sure to let you know of any material changes to modules at the earliest opportunity.