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MKT46320

Academic Year 2024/2025

Strategic Marketing Management (MKT46320)

Subject:
Marketing
College:
Business
School:
Business
Level:
4 (Masters)
Credits:
7.5
Module Coordinator:
Ms Margaret Berry
Trimester:
Autumn
Mode of Delivery:
On Campus
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

Building on foundational strategy and marketing management principles this module will bring students on a journey looking at where businesses have come from, where they are today and a discussion on where they are going. Key topics include, marketing as a source of growth, creating long term sustainable value for all stakeholders and looking the broad scope of company development stages: start-up, market entry, new product launches, public flotations (IPOs), mergers and acquisitions, divestitures, and turnarounds. Highly interactive, the course features real-life case studies and current business scenarios to enhance practical learning and application. Participants will engage in discussions and projects that mirror contemporary challenges in the business world, preparing them to formulate and execute effective and strategic marketing plans.

About this Module

Learning Outcomes:

1. A comprehensive introduction to corporate and business strategy and the difference between them.

2. Develop an understanding of some the classic tools and frameworks used in strategic thinking and decision making.

3. An introduction to business models, the components within them and how to evaluate them as well as an exploration of innovative business models.

4. An introduction to the commercial and financial language used in businesses to support students’ knowledge and foundational literacy of this topic

5. An exploration of how businesses can create long term shared value for businesses using sustainable business models and value creation

6. An exploration into business life cycle evolution with examples of successful and unsuccessful attempts to evolve

7. An introduction and evaluation of what effective Customer – Centricity looks like

Indicative Module Content:

The Concept of Strategic Marketing Management
Intro to the Tools and Frameworks of Strategy Analysis
Creating Value and & Competitive Advantage
Business Model Essentials
Finance Essentials for Marketers
Business Growth Strategies & Turnaround
Sustainable Business Models and Value Creation
Customer Centricity as Marketing Strategy
Disruption & Transformation in Post Digital World

Student Effort Hours:
Student Effort Type Hours
Lectures

24
Autonomous Student Learning

144
Total

168

Approaches to Teaching and Learning:
This is an integrated learning course. Learning will be enhanced using a variety of different sources to support robust discussion and engagement with the students. An outline of different textbooks, articles, case studies and real-life scenarios will be called upon to support the approach. The module offers the opportunity for learning through a multi-faceted approach


1. Textbook: The books above provide the background theory to each of the topics we will consider.
2. Interactive lectures: These lectures are designed to be interactive, that is to stimulate and support discussion around the topic.
3. Journal articles: Journal articles from the academic literature that are relevant to each topic have been identified.
4. Group Project & Class Presentation: Students will be assigned to project groups to prepare a strategic report and in-class presentation, the detail of which is discussed later in this document.
5. Individual Project: Students will be asked to prepare a critique of a strategy being employed in a specific company.
6. Class/group discussion: Having completed your preparatory work you should come to class with opinions, questions and insights which you then share in a structured way in class.

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Individual Project: Each individual is required to submit a critique of the strategy employed by a specific company. The length of each paper is strictly limited to five pages, 1.5 spacing, font size 12 Week 12 Standard conversion grade scale 40% Yes
40
 Yes
Group Work Assignment: Develop a Strategic Marketing Plan for Future Success: A 5-10 Year Outlook Week 12 Standard conversion grade scale 40% Yes
40
 Yes
Participation in Learning Activities: Class participation is measured by the quality of your contribution to the debates that arise in class. Students should seek quality preparation and pre-class discussion before class Week 1, Week 2, Week 3, Week 4, Week 5, Week 6, Week 7, Week 8, Week 9, Week 10, Week 11, Week 12 Standard conversion grade scale 40% No
20
 No

Carry forward of passed components
Yes
 

Remediation Type Remediation Timing
In-Module Resit Prior to relevant Programme Exam Board
Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Feedback individually to students, post-assessment

How will my Feedback be Delivered?

Feedback will be delivered to students through Brightspace platform at the end of the semester

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
Autumn Lecture Offering 1 Week(s) - 1, 2, 3, 4, 5, 6, 7, 9, 10, 11, 12 Mon 13:00 - 14:50
Autumn Lecture Offering 2 Week(s) - 1, 2, 3, 4, 5, 6, 7, 9, 10, 11, 12 Mon 15:30 - 17:20
Autumn Lecture Offering 3 Week(s) - Autumn: All Weeks Tues 09:00 - 10:50
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