MKT40620 Corporate Marketing Strategy

Academic Year 2022/2023

This module seeks to provide participants with a deep understanding of the role of marketing in corporate strategy. It builds upon a foundation in Marketing Management (which it is assumed all students will have already studied) by taking a higher-level focus on corporate strategy, viewed through a marketing lens. This module combines an exposure to latest concepts and research on corporate and marketing strategy with extensive experience in application to a range of companies and industry situations, from traditional to digital, and from domestic to global. The focus is on building stakeholder value by growing businesses both organically and through acquisition. Topics cover all stages of company development from start-up, to market entry, new product launches, public flotations (IPOs), mergers and acquisitions, divestiture and turnaround. The course is highly interactive with an emphasis on real life cases currently making news in the business world.

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Curricular information is subject to change

Learning Outcomes:

Students completing this module will have a deep understanding of the role of marketing in building value for firms' stakeholders and a thorough appreciation of the close link between marketing strategy and corporate strategy . They should have acquired a tool kit of analytical frameworks and theories that marketers employ to build competitive advantage and brand value which they can apply in any situation. They should also understand the differing strategic imperatives of various industry contexts such as type of sector, stage of life cycle and economic conditions. They should be able to conduct a comprehensive strategic analysis and to develop and present a strategic plan of a professional standard for any company or situation.

Indicative Module Content:

The concept of strategy and strategic planning
The hierarchy of strategy from corporate to business to product
Describing and calibrating a firm's business model
Market and competitive analysis
Internal and financial analysis
Setting objectives and monitoring performance
Managing and leveraging brand portfolios
Innovating for growth and building new business
International expansion and globalisation
Turning around distressed businesses and brands

Student Effort Type Hours


Small Group




Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Group Project: Verbal presentation in class (20%) and Written report of 20 pages (30%) submitted at the end of the course. Coursework (End of Trimester) n/a Standard conversion grade scale 40% No


Continuous Assessment: < Weekly submissions/presentations >
Individual submissions on 4 exercises scheduled across the 12 weeks of the course, and class participation throughout the course.
Throughout the Trimester n/a Standard conversion grade scale 40% No


Carry forward of passed components
Resit In Terminal Exam
Spring No
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Textbook: David Aaker and Christine Moorman, , Strategic Market Management, 11th edition, digital version, Wiley 2017.
Other readings supplied on Brightspace.
Lecture Offering 1 Week(s) - 1, 2, 3, 4, 5, 6, 7, 9, 10, 11, 12 Mon 09:00 - 11:50
Lecture Offering 2 Week(s) - 1, 2, 3, 4, 5, 6, 7, 9, 10, 11, 12 Mon 15:00 - 17:50
Lecture Offering 3 Week(s) - Autumn: All Weeks Tues 12:00 - 14:50

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