Strategic Marketing Management MGT5043
- Academic Session: 2020-21
- School: Adam Smith Business School
- Credits: 10
- Level: Level 5 (SCQF level 11)
- Typically Offered: Semester 1
- Available to Visiting Students: No
- Available to Erasmus Students: No
This class aims to provide creative approaches to the subject area of strategic marketing management, and thereby equip students with the knowledge and skills necessary to devise and implement marketing programmes across national frontiers and globally.
6 x 3 hour lectures and 3 x 2 hour tutorials
Requirements of Entry
Please refer to the current postgraduate prospectus at: http://www.gla.ac.uk/postgraduate/
The course will be assessed through a 120 min examination (100%). Students will undertake a group exercise in-class (not formally assessed) relating to strategic tools (Product Life Cycle, Boston Consulting Group Matrix, brand positioning) which, like the case study analysis, will be an important method for group in-class analysis, presentation and debate. This will be supplemented with formative assessment. Creative ways for presenting and analysing cases will be used to maximise discussion, and all students are expected to read the cases and participate in discussions.
Main Assessment In: December
This course aims to equip students with the skills and competences required to create and execute marketing strategies. Focusing on the application of strategic marketing tools and theories, the aim is to encourage strategic thinking in assessing market opportunities and formulating marketing mix. The course provides creative approaches to the subject area of strategic marketing management, and aims to equip students with the knowledge and skills necessary to devise and implement marketing programmes across national frontiers and globally. Strategic marketing represents a key area of international management, given global market liberalisation and the importance of satisfying international customers better than the competition.
Intended Learning Outcomes of Course
On completion of the course, students will be able to:
■ Contrast and compare the characteristics, challenges and opportunities of strategic marketing in domestic and global contexts;
■ Use appropriate tools for identifying marketing opportunities and assessing markets with respect to the general market characteristics, market potential, competitor and customer analysis;
■ Undertake research in marketing through identification, evaluation and synthesis of the wide range of data and information on countries, markets, industries and firms;
■ Solve selected strategic marketing problems systematically and creatively, making judgements in the absence of complete data
■ Identify the stages in the development of marketing strategies and design selected aspects of marketing programmes focusing on pricing, distribution, communication and product development;
Minimum Requirement for Award of Credits
The minimum requirement for the award of credits is the submission of at least 75% by weight of the course's summative assessment (including any examinations). Further requirements may include monitored attendance at classes and examinations. All such requirements shall be specified by the Subject concerned, and given to students in writing at the beginning of the course. Normally no grade or credits shall be awarded to a candidate who has not met these requirements.