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MAN-40094 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

For academic year: 2022/23 Last Updated: 19 January 2023

MAN-40094 - Strategic Marketing
Coordinator: Rachel Lee Tel: +44 1782 7 33112
Lecture Time: See Timetable...
Level: Level 7
Credits: 15
Study Hours: 150
School Office: 01782 733094

Programme/Approved Electives for 2022/23

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2022/23

Strategic marketing is central to enabling an organisation to respond to a dynamic marketplace: it is the activity which determines and prioritises all other marketing tasks and as such is the core marketing activity. This module will provide an overview of strategic marketing, the decisions, processes and frameworks involved and consider the implementation of these tools and activities in various organisational contexts. In working through these topics the module will provide a critical awareness of contemporary issues and their affects on the marketplace and consumer responses. It will consider the ways in which organisations might best respond to these as they seek to develop a strong and sustainable position through careful identification of target markets and creation of competitive advantage.

Aims
The aims of this module are to:
Provide participants with an understanding of the principles and tools relating to strategic marketing
Explore strategic marketing issues
Provide an overview of the decisions, processes and frameworks involved in strategic marketing
Provide an awareness of contemporary issues which impact on an organisations marketing activities
Explore Strategic Marketing from a global perspective
Know and understand new market strategies, changing customer demand and trend analysis
Know and understand brand and reputation management

Intended Learning Outcomes

Critically evaluate the importance of a strategic marketing approach: 1
Apply strategic marketing planning frameworks and associated models to analyse, discuss and solve strategic marketing problems: 1
Reflect on their learning and identify areas for personal and professional development: 2

Study hours

20% off the job learning to include:
2-day workshops (on campus)
6-hour online tutor-led activity
40 hours guided activity
24 hours assessment preparation
Additional self-study requirements:
40 hours self-study
26 hours assessment preparation

School Rules

None

Description of Module Assessment

1: Assignment weighted 80%
Work based assessment (3,000 words or equivalent)
Individual piece of coursework requiring the observation and analysis of the approaches to a) strategic marketing that participants observe in their organisation with a view to making recommendations for further organisational practice development. With agreement with the module leader, you can choose the format of the outputs for this assessment as long as it clearly demonstrates the fulfilment of the assignment criteria, learning outcomes and your individual learning plan. Examples could include: 3000 word Report; 3000-word Case Study; 20 minute Video Presentation; A3 Poster. The module handbook provides more guidance and assessment criteria for each of these different outputs. Note that your choice of outputs will need to balance across the whole programme to ensure that you are submitting a range of different outputs to fulfil the programme learning outcomes. This will be discussed and monitored as part of your learning plan and tripartite reviews.

2: Reflective Diary weighted 20%
Reflective Diary (1,500 words)
A reflective diary of around 1500 words which allows the participant to reflect on the personal impact of their studies.

Please note that for the 2022/23 Academic Year programmes may be adapted to operate in accordance with a flexible, digital approach. This means that there may be some changes made to how modules are delivered and assessed. The latest information will be provided to you by your School in module handbooks. We endeavour to give you as much notice as possible of any changes and details about the circumstance in which changes are made to programmes can be found in the Student Agreement, available at: https://www.keele.ac.uk/student-terms-and-conditions/

Last Updated: 19 January 2023