Strategic Marketing

Strategic Marketing

Year: 2018-19
Course code: MGT4022
Course credits: 30
Taught: Semesters 1 and 2
Course co-ordinator: Ms Pam Castledine
Entry requirements:Entry to the final year of an Honours programme in Business and Management.
Available to visiting students: Yes 
Contact for more information: Cherisse McLaren

Course description

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

Aims

To analyse the most critical areas involved in strategic marketing; to foster student involvement in tackling strategic marketing issues and use of tools and techniques. To enhance student's knowledge of strategic marketing; to develop decision making and analytical skills; to focus on practical applications and real-worked examples through case study analysis.

Intended Learning Outcomes

The course should enable students to:

  1. effectively analyse strategic marketing situations and identify both the underlying marketing problems and the key marketing decision-making areas.
  2. acquire the necessary skills for the formulations of strategic and operational marketing plans.
  3. discuss and analyse current and new developments, techniques and concepts related to the identification and evaluation of strategic marketing issues.
  4. apply several marketing tools and explore strategic marketing decision-making for organisations operating in a variety of sectors.

Learning and teaching methods

Lectures: 2hrs x 20 weeks

Please refer to MyCampus for timetable

Course texts

Hooley, G. Piercy, N.F. and Nicoulaud, B. (2012) Marketing Strategy and Competitive Positioning, 6th edition, FT Prentice Hall, Pearson Education Ltd, UK.

An alternative text would be:

West, D., Ford J. and Ibrahim, E. (2010) Strategic Marketing: Creating Competitive Advantage, 2nd Edition, Oxford University Press, Oxford, UK

Assessment

An assignment (35%)
A degree exam (April/May) (65%)