MAN-40124 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

Programme/Approved Electives for 2020/21

Available as a Free Standing Elective

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2020/21

Strategic marketing is central to enabling an organisation to respond to a dynamic global marketplace. It is the activity which determines and prioritises all other marketing tasks and as such is arguably 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, with due consideration of challenges of operating at a global level. In working through these topics the module will consider ways in which organisations might best respond as they seek to develop a strong and sustainable position through careful identification of target markets and creation of competitive advantage. As such, the module provides invaluable practical and employment skills in this area.

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: 1
devise, evaluate and select various creative, innovative and sustainable strategic options appropriate to the context within which an organisation resides: 1
critically evaluate the appropriateness of particular theories and models, as well as the marketing perspective, in analysing business issues: 1

Study hours

12 hours of lectures and 12 hours of workshops
53 hours of directed reading and class preparation
73 hours of independent study and preparation of assessments

School Rules

None

Description of Module Assessment