Strategic Marketing Management

• Credit value: 15 credits at Level 7
• Convenor: Nick Pronger
• Tutor: Riccardo Benzo
• Prerequisites: only for students studying MSc Marketing courses or MSc Management with Marketing
• Assessment: a two-hour examination (100%)

The module looks at ways of thinking strategically about business, relating this to the marketing context, and considering the advantages and limitations of different perspectives including classical, rational approaches to planning and the resource-based view of the firm as well as emergent, interactive and post-modernist marketing.

By the end of this module, you will be able to:

• understand the role, context and purpose of marketing strategy within the framework of a variety of environmental settings and organisational contexts
• use appropriate external and internal analytical tools including environmental analysis, market segmentation methods, competitor analysis techniques, target market selection and product positioning
• recognise the various stages and processes of marketing strategy and planning to identify, analyse and explain the competitive situation faced by modern organisations
• demonstrate appropriate marketing strategies and select and apply appropriate perspectives of strategy to given situations.