MODULE TITLE: Strategic Marketing
MODULE CODE: UPLMBAM13
LEVEL: 7
CREDITS: 20
STUDY HOURS: 200
STUDY HOURS BREAKDOWN: 50 directed learning
150 self-directed study hours
PRE-REQUISITES: None
EXCLUDED COMBINATIONS: None
MODULE LEADER: TBC
MODULE CONTRIBUTORS:
RATIONALE
Strategic marketing has a fundamental role within organizations. It implies analysis, planning,
strategy formulation and managing relations over time, to create value for the organization
and its stakeholders. It is responsible for delivering core corporate objectives by offering
value propositions to targeted customer segments in the long term. This module is centred
on a customer-facing approach, integrated across and throughout companies, not-for-profit
organizations and the public sector.
AIMS
• To appreciate the key role of marketing in company’s success and competitive advantage
• To develop a strategic approach to marketing analysis and planning
• To develop critical understanding of the formulation and implementation of integrated
marketing plans
• To appreciate and apply techniques for developing profitable customer relationships
LEARNING OUTCOMES
On completion of this module, students should be able to
1. Demonstrate command of a range of marketing models used by organizations
2. Demonstrate a critical understanding of the role of strategic marketing in supporting
relationships between organizations and their stakeholders in today’s changing
environments, at both macro and micro levels
3. Analyse marketing activities across a range of organizations and develop problem-
solving skills in marketing
4. Demonstrate a critical understanding of the importance of developing relations with
stakeholders (with a focus on customers and consumers), and suggest strategies for the
sustainable management of such relationships.
INDICATIVE CONTENT
• Environmental analysis at macro and micro levels
• Approaches to creating value propositions and strategic advantage
• Segmentation, Targeting and Positioning (STP)
• Customer loyalty and relationship marketing
• Extended marketing-mix
• Implementation and tactics
• Measurement and control
LEARNING AND TEACHING METHODS
This is an online programme, which is designed to enable you to explore each subject area,
developing your own knowledge and skills, and preparing for your future using a fully online
model of delivery. We use a combination of asynchronous activities to make our content
more exciting, accessible and developmental in nature. Formative tasks are set at the end of
each week to enable you to consolidate learning and to encourage engagement on the
course. The module team will engage with you online right from the beginning of the course
to the end, offering you support as you engage with the learning materials. We shall provide
you with ongoing constructive and developmental feedback on these tasks throughout your
time on the course. There will be opportunities for learners to work together collaboratively
via open forums or discussion boards online over these tasks. For your effective learning,
you will need to plan for around 200 hours of learning for each 20-credit module, which will
cover module content, discussion groups, directed learning and reading, self-directed
learning, formative assessment and summative assessments.
Formative assessment.
There will be regular formative assessments on a weekly basis which provide you with
opportunities to receive feedback to aid your learning and development, generally, and in
relation to the summative assignments.
Summative Assessment
Assignment 1 Situational analysis to include stakeholder and customer analysis.
Assignment 2 Strategic marketing plan to include extended marketing mix, implementation
and measurement.
Component Form of Assessment Weighting Learning Core or
outcomes non-
number assessment size (%)
assessed core
1 Essay 1,500 words 40% 2, 4
Core
2 Report 2,500 words 60% 1, 3 Core
INDICATIVE READING
Essential Reading
Kotler, P. & Armstrong, G. (2018). Principles of Marketing. 17th edition. Harlow. Pearson.
Recommended Reading
Eagle, L. and Dahl, S. (eds.) (2015) Marketing ethics & society. Los Angeles: SAGE
Egan, J. (2011) Relationship marketing : exploring relational strategies in marketing. 4th edn
. Harlow: Financial Times Prentice Hall.
Fill, C & Turnbull. S. (2016). Marketing communications: discovery, creation and conversations
.
Pearson.
Jobber & Ellis-Chadwick (2016) Principles and practice of marketing. 8th ed. McGraw-
Hill Education: London
Kimmel, A.J. (2018) Psychological foundations of marketing : the
keys to consumer behavior.
Second edition. London: Routledge
Saren, M. (2018). Marketing Graffiti. Routledge.
Saren, M. & Baker, M. (2016). Marketing Theory: a student text. Sage. Maclaran. P.
(2013). The Sage Handbook of Marketing Theory. Sage.
Additional resources
A wide range of academic journal are available through the summons in particular the
following journals are strongly recommended for students studying marketing:
European Journal of Marketing
Industrial Marketing Management
International Marketing Review
Journal of Consumer Marketing
Journal of Consumer Research
Journal of Marketing Communications
Marketing Intelligence and Planning
Marketing Theory
Psychology and Marketing
