Marketing Strategy (N1070)

15 credits, Level 6

Autumn teaching

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.

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, we are constantly looking to improve and enhance our courses. There may be changes to modules in response to student demand or feedback, changes to staff expertise or updates to our curriculum. We may also need to make changes in response to COVID-19. We’ll make sure to let our applicants know of material changes to modules at the earliest opportunity.


This module is offered on the following courses: