MAN-40240 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

Programme/Approved Electives for 2024/25

Available as a Free Standing Elective

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2024/25

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 effects 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.

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
Understand 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: 1
apply strategic marketing planning frameworks to an organisation: 1
analyse, discuss and solve strategic marketing problems through the application of associated models: 1

Study hours

12 hours of plenary teaching
12 hours of group work / seminar / tutorials
126 hours of independent learning including reading, asynchronous video lectures, specified activities and assessment preparation.

School Rules

None

Description of Module Assessment