This module gives the non- business graduate a greater understanding of the application and management of strategic marketing concepts in real life situations. Understanding the use of strategic analytical tools, relevant theory, using examples in class and class discussions enables students to analyse the complexity of contemporary marketing and management. This module will offer the student insight on how marketing/management decisions affects the organisation and its stakeholders in a dynamic marketing environment.
Overview of strategic marketing management:
Key steps involved in the process of strategic management; Defining a business strategy, understanding marketing and its’ role in strategy and the characteristics and trends in strategic marketing management.
Strategic Analysis
Analysing the environment and auditing environmental influences: PESTEL Analysis; Porter’s Five Forces model; Porters generic strategies
Branding
The brand as a strategic asset, Brand awareness; Brand associations; Brand Loyalty; Celebrity endorsement; Emotional role of brands
Consumer Behaviour
Getting to grips with the new consumer; Social and group influences; Consumers social identities; Social media impact on consumer buying behaviour; Understanding the irrational consumer
Segmentation and Targeting in the age of the social consumer
Targeting the mature audience; Gender/role based segmentation; Shunning stereotypes in contemporary marketing; Focus on Millennials; Emerging segmentation practices in the age of the social consumer; Strategic targeting; Developing a value proposition, Positioning
Social Marketing
Corporate social responsibility; Common themes in social marketing; Campaign purpose, focus, objectives and Goal; How social and commercial marketing can be similar; Critiquing social marketing campaigns
Sustainability and Ethics in Marketing
Understanding sustainability; Eco management and audit schemes; Sustainability standards; Marketing and sustainability; Targeting vulnerable groups; Building trust and transparency
Live online lectures, discussions and additional readings
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |