Course Catalogue

Strategic Marketing MGT4022

  • Academic Session: 2026-27
  • School: Adam Smith Business School
  • Credits: 30
  • Level: Level 4 (SCQF level 10)
  • Typically Offered: Runs Throughout Semesters 1 and 2
  • Available to Visiting Students: Yes
  • Collaborative Online International Learning: No
  • Curriculum For Life: No

Short Description

To build on a student's marketing knowledge, experience and allow them to develop an analytical approach to marketing decision making.

Timetable

Semester 1: 2 hours per week for 11 weeks of timetabled on-campus teaching, plus 4 hours in total of online teaching delivered asynchronously.


Semester 2: 1 hour per week for 11 weeks of timetabled on-campus teaching, plus 4 hours in total of online teaching delivered asynchronously.

Requirements of Entry

Entry to an Honours programme in Business and Management or a GPA of 12 in the level 2 courses listed below for students taking an Honours programme in another subject:

 

■ MGT2010 - Business Decision Analysis

■ MGT2011 - Fundamentals of Human Resource Management

■ MGT2012 - Services and Operations Management

■ MGT2014 - Entrepreneurship

Excluded Courses

None

Co-requisites

None

Assessment

1. Written assignment, including essay; Individual; 3750 words; 75%; ILOs 2, 4, 6.

2. Set Exercise, In-course exam (3 MCQs, 8.33% each): online; Individual; 30 minutes; 8.33%; ILOs 1, 3, 5, 6.

Course Aims

This course aims to:

 

■ Analyse the most critical areas involved in strategic marketing.

 

■ Foster student involvement in tackling strategic marketing issues and use of tools and techniques.

 

■ Enhance student's knowledge of strategic marketing.

 

■ Develop decision making and analytical skills.

 

■ Focus on practical applications and real-worked examples through case study analysis.

Intended Learning Outcomes of Course

The course should enable students to:

 

1. Understand and describe the key elements and concepts of developing Marketing Strategies.

 

2. Effectively analyse strategic marketing situations and identify both the underlying marketing problems and the key marketing decision-making areas.

 

3. Acquire the necessary skills for the formulations of strategic and operational marketing plans.

 

4. Discuss and analyse current and new developments, techniques and concepts related to the identification and evaluation of strategic marketing issues.

 

5. Explore strategic marketing decision-making for organisations operating in a variety of sectors.

 

6. Demonstrate engagement with high-quality journal articles related to issues in Marketing Strategy.

Minimum Requirement for Award of Credits

No exceptions