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MN50439: Strategic marketing

[Page last updated: 05 August 2021]

Academic Year: 2021/2
Owning Department/School: School of Management
Credits: 6 [equivalent to 12 CATS credits]
Notional Study Hours: 120
Level: Masters UG & PG (FHEQ level 7)
Semester 1
Assessment Summary: CW 100%
Assessment Detail:
  • Group Presentation (CW 30%)
  • Individual Report (CW 70%)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Aims: Anticipating the actions and reactions of competitors is a key determinant of success for any marketing strategy: one competitor cuts prices, undermining your pricing strategy whilst another may decide to offer new products and services, possibly over the Internet with the potential to completely undermine your existing strategy. Could you have anticipated such moves? How do you respond?
Strategic Marketing: enables students to understand and apply strategic concepts, frameworks and tools relating to strategy and strategic marketing planning and implementation. Students will consider a number of tools and concepts to develop effective marketing strategies for the long term and are expected to be able to apply them and demonstrate understanding of these, during the unit.
This dynamic course tests students' critical thinking, problem solving, and decision making abilities. It also focuses on fostering students' skills in strategic and competitive thinking and action and strengthens the foundations of their knowledge in order to sharpen their application and analytical abilities.

Learning Outcomes: On completion of this module students will be able to:
* Understand the principles and precepts of strategy and marketing strategy.
* Critically evaluate strategy and marketing strategy planning concepts and theories by applying these principles.
* Analyse and critically assess the implementation, control, and evaluation of the strategy process and the frameworks and tools it uses.
* Demonstrate critical capabilities in competitor analysis in implementing and evaluating competitive marketing strategy.

Skills: Analytic and evaluative skills (T,F,A)
Ability to present compelling and coherent arguments (A)
Critical thinking (T,F,A)
Ability to apply functional and critical knowledge during the second stage of the unit, involving a simulation game (A).

Content: The course will contain a range of lectures, in-class assignments and case-studies and exercises for the following topics:
* Marketing strategy and the strategic planning process.
* Role of mission, vision, corporate objectives.
* The marketing and strategy environment, larger (macro) and task environment, change and drivers in environments.
* Competitive benchmarking.
* Internal analysis. Marketing and organisational resources, capabilities, and competencies.
* Portfolio analysis.
* Building blocks of competitive advantage.
* Durability of competitive advantage.
* Customer analysis.
* Models of buyer behaviour and factors influencing behaviour.
* Core and competitive, business level and corporate level strategies.
* Offensive and defensive strategies and sustained competitive advantage.
* Marketing planning, implementation, control and evaluation.

Programme availability:

MN50439 is a Designated Essential Unit on the following programmes:

School of Management


  • This unit catalogue is applicable for the 2021/22 academic year only. Students continuing their studies into 2022/23 and beyond should not assume that this unit will be available in future years in the format displayed here for 2021/22.
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