Business & Management MA(SocSci)/BSc/LLB/MA

Strategic Marketing MGT4022

  • Academic Session: 2021-22
  • 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
  • Available to Erasmus Students: Yes

Short Description

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


Lectures: 2hrs x 20 weeks


Please refer to MyCampus for timetable.

Excluded Courses





Assignment (35%) and degree examination (65%)

Main Assessment In: April/May

Are reassessment opportunities available for all summative assessments? Not applicable

Reassessments are normally available for all courses, except those which contribute to the Honours classification. For non Honours courses, students are offered reassessment in all or any of the components of assessment if the satisfactory (threshold) grade for the overall course is not achieved at the first attempt. This is normally grade D3 for undergraduate students and grade C3 for postgraduate students. Exceptionally it may not be possible to offer reassessment of some coursework items, in which case the mark achieved at the first attempt will be counted towards the final course grade. Any such exceptions for this course are described below. 

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