Programme/Approved Electives for 2022/23
None
Available as a Free Standing Elective
No
Aims
Two key aims of the module are to provide participants with an understanding of the principles and tools relating to strategic marketing in a global context and to explore strategic marketing issues (digital and offline). In addition it aims to provide an overview of the decisions, processes and frameworks involved in strategic marketing and to provide an awareness of issues which impact on an organisation's marketing activities. It also aims to explore Strategic Marketing from a global context in the contemporary digital age, to know and understand new market strategies, changing customer demand and trend analysis together with reputation, ethical management and sustainability.
Intended Learning Outcomes
research, analyse, synthesize and evaluate internal and external organisational contexts in a global context in order to identify critical issues: 1devise, evaluate and select various creative, innovative and sustainable strategic options appropriate to the context within which an organisation resides: 1critically evaluate the appropriateness of particular theories and models, as well as the marketing perspective, in analysing business issues: 1
12 hours of lectures and 12 hours of workshops53 hours of directed reading and class preparation73 hours of independent study and preparation of assessments
Description of Module Assessment
1: Assignment weighted 100%Strategic Marketing reportIndividual piece of coursework, of up to 12 A4 pages, requiring research, analysis and the critical evaluation of strategic recommendations for a selected global organisation