This module aims to give the learner an appreciation of strategic marketing practice, where, using case studies and real life examples, they will analyse and interpret the information and formulate proposed responses based on a strategic marketing approach. The module will build on content covered in semesters 1-7 and reinforce various marketing and general business threshold concepts.
The strategic plan
What is a strategic plan and why is it useful?
Core competencies
Identifying and appraising core competencies - strengths and weaknesses; developing strategic responses to SWOT; identifying growth strategies - long, medium, short term;
Building brands
Creating strong brands to create competitive advantage; creating resonance; leveraging the power of digital to increase reach and relevance
NPD and Innovation
NPD and innovation; modes of innovation and integration into strategy; innovation in the organisation; disruptive innovation; designing and developing market offerings; PLC - integrating innovation across markets.
Technological Innovation
Tech innovation; exploiting digital opportunities; building scale into NPD - both on and offline; identifying and taking advantage of emergent opportunities
Marketing of technological innovation
Proliferation of technology; emergent technological developments (e.g. IoT); creation of opportunities; creating awareness, differentiation and loyalty through digital environments
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 50 |
| Other Assessment(s) | 50 |