Programme/Approved Electives for 2024/25
None
Available as a Free Standing Elective
No
Aims
The aims of this module are to:Provide participants with an understanding of the principles and tools relating to strategic marketingExplore strategic marketing issuesProvide an overview of the decisions, processes and frameworks involved in strategic marketingProvide an awareness of contemporary issues which impact on an organisations marketing activitiesExplore Strategic Marketing from a global perspectiveKnow and understand new market strategies, changing customer demand and trend analysisKnow and understand brand and reputation managementUnderstand how an organisation's communication strategy is developed and how this links with other areas of responsibility across an organisation
Intended Learning Outcomes
critically evaluate the importance of a strategic marketing approach: 1apply strategic marketing planning frameworks to an organisation: 1analyse, discuss and solve strategic marketing problems through the application of associated models: 1
12 hours of plenary teaching12 hours of group work / seminar / tutorials 126 hours of independent learning including reading, asynchronous video lectures, specified activities and assessment preparation.
Description of Module Assessment
1: Assignment weighted 100%Marketing Strategy (3,000 words or equivalent)Individual piece of coursework requiring the observation and analysis of the approaches to strategic marketing that learners observe in an 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. The module handbook provides more guidance and assessment criteria for each of these different outputs.