BUSI4D615: Strategic Marketing Management (ONLINE)

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• Strategic Marketing Management (TAUGHT)

• To provide a comprehensive introduction to strategic management, marketing planning and professional marketing practice.
• To consolidate and extend the advanced research methods training and statistical analysis skills acquired during the Core period of the MA programme.
• To equip the student with the advanced conceptual and practical skills needed to successfully develop a professional strategic marketing plan.

• I. Marketing and Strategy:
• The development of marketing and the marketing concept;
• The internal environment - functons, stakeholders, competences, capabilities, etc;
• The external environment - markets, customers, competitors, strategic alliances, etc.
• Corporate strategy, marketing objectives and strategic intent;
• SOSTAC framework - situation, objectives, strategy, tactics, actions, control.
• II. Strategic Marketing Planning:
• The strategic marketing plan and its organisational context;
• Forecasting, budgeting and planning;
• Product, service and pricing decisions;
• Promotion and distribution decisions;
• Performance measurement, evaluation and control;
• III. Marketing Management oin Practice:
• Relationship marketing and customer relationship management (CRM) strategies;
• Managing marketing projects and activities;
• The extended marketing mix and associated management decisions;
• Strategy, marketing, and management control systems.

Subject-specific Knowledge:

• An advanced understanding and critical appreciation of the conceptual models that underpin the strategic marketing planning process.
• A critical appreciation of the complex nature of strategic management decisions and potential barriers to their implementation.

Subject-specific Skills:

• The ability to apply both managerial judgment and high level analytical tools to a range of complex strategic marketing problems.

Key Skills:

• Written communication; planning, organising and time management; problem solving and analysis; using initiative; computer literacy.

• The module is delivered via online learning, divided up into study weeks with specially produced resources within each week. Resources vary according to the learning outcomes but normally include: video content, directed reading, reflection through activities, opportunities for self-assessment and peer-to-peer learning within a tutor-facilitated discussion board. Tutors provide feedback on formative work and facilitate discussion board communication as well as being available for individual consultation as necessary (usually by email and Skype).
• The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

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