MAN-30063 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

Programme/Approved Electives for 2025/26

Available as a Free Standing Elective

Co-requisites

None

Prerequisites

Marketing Principles (MAN-10019)

Barred Combinations

None

Description for 2025/26

This module comprises marketing strategy which together provides a foundation in strategic thought. The strategic marketing element is taught at two levels. Firstly, it is approached from the perspective of the meaning of strategy and of the role of strategic thinking in management. The foundation of the programme is therefore the concept of strategy (and in particular, the future oriented nature of strategic processes). Secondly, the strategy concept is applied in the customer / marketing context in terms of strategic marketing management - that is, the strategic processes involved in customer / market selection and subsequent servicing of these markets in a given competitive environment. The strategic aspects of marketing processes relate to fundamental organizational concerns such as survival, resource allocation, customer responsiveness, flexibility and reputation. They should therefore be of primary concern to the student of marketing. The module also aids linkage between the theoretical programmes of the first two years with the more application-based approaches of third year.

The module pursues an analytical investigation into the principles relating to the study and practice of strategic marketing, including aspects of digital and service marketing strategies. There is a focus on the principles of strategy, strategic marketing and the concept of competitive advantage as well as the dominant schools of thought underpinning the systemic approach to achieving a heightened firm performance.
The module leads students through the interplay between the theory and practice of strategic marketing management. Including a stage by stage critical assessment of the strategic marketing process managers use to strive for better firm performance against the competition.

Intended Learning Outcomes

identify the role of strategic marketing in providing organisational competitive advantage: 1
analyse internal and external organisational contexts using strategic marketing tools to identify critical issues: 1
evaluate findings from using strategic marketing tools to create informed strategic marketing decisions: 1
summarise and communicate strategic marketing decisions to develop internal marketing skills to assist in implementation of strategic plans: 2

Study hours

Lectures 12 hours
Seminars/Tutorials 12 hours
Lecture and seminar/tutorial preparation 22 hours
Private study 50 hours
Assignment preparation 54 hours

School Rules

None

Description of Module Assessment