Module Information
Course Delivery
Delivery Type | Delivery length / details |
---|---|
Lecture | 32 Hours. |
Seminars / Tutorials | 8 Hours. |
Assessment
Assessment Type | Assessment length / details | Proportion |
---|---|---|
Semester Assessment | Strategic Marketing Management Portfolio | 100% |
Supplementary Assessment | Resubmission of assessed coursework | 100% |
Learning Outcomes
On successful completion of this module students should be able to:
Demonstrate an understanding of the strategic issues associated with marketing strategy and planning
Discuss the academic literature regarding the role of strategic marketing management within organisations
Analyse what exactly is competitive advantage; distinctive capabilities; resource and marketing audits; scenario planning
Communicate what is meant by delivering customer value; to understand the measurement and strategic implications of customer satisfaction and relationship marketing
Demonstrate an understanding of the dynamics of positioning and segmentation within strategic marketing management
Discuss the importance of PIMS project and the place of portfolios in strategic sales and marketing management
Brief description
This module will introduce the major issues associated with marketing management within contemporary organisations. The mdoule will also examine the latest academic literature relating to marketing management and communication.
Content
Market opportunity analysis
Competitive advantage
Strategic implications of delivering customer value and satisfaction
Portfolio analysis and PIMS
Market entry and exit strategies
Brand strategy
Integrated marketing communications
Strategies for growth and mature markets
Reading List
Recommended TextBaker, M (2000) Marketing Strategy and Management Macmillan, Basingstoke Primo search Hooley, G J, Saunders, J S and Piercy, N F (1998) Marketing Strategy and Competitive Positioning Prentice Hall, London Primo search McDonald (2001) Marketing Plans Butterworth Heinemann, London Primo search
Notes
This module is at CQFW Level 7