The module seeks to deepen the student’s knowledge and ability to critically reflect on the fundamental principles of strategic marketing principles and practice from the perspective of the strategic management of the firm. It takes a resolute strategic perspective by interpreting and analysing key trends and advancements in order to comprehend the allocation and development of marketing strategies in changing market contexts ethically and sustainably. It analyses the complexity of marketing decision-making at a senior level in the firm and encourages the student to understand the role of the marketing manager and, in a more integrated context, the impact on key stakeholders, environment and the society.
Strategic marketing provides an important core module in the programme enabling the student to draw on and integrate other management modules studied. The module aims to enable students to critically reflect on how the principles and practice of strategic marketing underpin the overall strategic management decision-making of the firm.
Challenges and trends for strategic marketing. Impact of external and internal marketing environments on marketing strategy. Consumer trends and managing consumer insights.
Customer driven marketing strategy. Segmentation, targeting and positioning strategies. The value proposition. The strategic market planning process. Importance of ethics and sustainability principles in marketing strategy process.
Marketing strategies and programmes. Product and brand strategy – building customer value. Strategic brand management. Pricing and distribution strategic decisions. Marketing communications strategies using traditional and digital channels to best reach target market. Marketing metrics, evaluation and control.
Ethics and sustainability in strategic marketing. Ethics in strategic marketing. Principles of sustainability and considerations of impact of marketing strategies on stakeholders, environment and society.
Experiential learning approach is used as a key learning approach in this module to foster the participant’s ability to critically reflect, evaluate, appraise and apply expertise and judgment in formulating marketing strategies. Learning will be facilitated through engaging in interactive case studies, analysis of strategic marketing trends, discussions, guest talks and independent reflection. Pre-readings and ongoing engagement with the module are essential parts of learning. The intent is to make learning engaging, memorable and applicable in practice.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |