MK4S34 - Strategic Marketing 30 Jun 2021 - 31 Aug 2025 | Version 2
Associated Module Information
| Module Code: | MK4S34 | ||
|---|---|---|---|
| Module Title: | Strategic Marketing | ||
| Faculty: | Faculty of Business and Creative Industries | ||
| Faculty Group: | Professional Development | ||
| Faculty Sub Group: | Professional Development | ||
| Module Leader: | Tiansheng Yang | ||
| Module Team: | Matthew Stait, Rachael Rees-Jones, Bharati Rathore, Henry Enos, Sriram Chinnadurai, Richard Houndmont, Mira Plammoottilchandy, Sarah Davies, Filippos Proedrou, Andrew Thompson, Shumsun Lisha, Najma Khatun, Davina Evans | ||
| First Intended Intake: | SEP 2015 | Final Year of Intake: | |
| Date Closed: | |||
| Credit Value: | 20 | Credit Level: | 7 |
| Language: | English | ||
| Percentage of Module Taught in Welsh: | 0 | ||
| Equivalent Module: | |||
| HECOS codes: | 100075 - marketing | ||
| HECOS Code Weighting: | 100 | ||
Document Version Information
| Version | 2 |
|---|---|
| Valid From | 30 Jun 2021 |
| Valid To | 31 Aug 2025 |
Module Aims
By the end of the course:
students can understand and critically evaluate the key constructs associated with Strategic Marketing;
students can understand and evaluate how strategic marketing interfaces with general business strategy; and
students know and are able to critically appraise the difference between good strategic marketing practice and practice that falls short of professional quality.
Content Summary
Synopsis of module content:
Introduction to marketing planning, implementation and marketing-related processes;
Strategic marketing planning
Event planning and marketing
Scenario building and forecasting;
Data-management processes related to marketing;
Fulfilment of stakeholder expectations;
Segment acquisition;
Internal marketing; and
Future implications for marketing
Learning and Teaching Methods
| Activity Type | Hours |
|---|---|
| Lecture | 20 |
| Seminar | 20 |
| Independent Study | 80 |
| Directed Study | 80 |
| Total Hours Selected | 200 |
Learning Outcomes
| # | Learning Outcome |
|---|---|
| LO1 | On completion the students will be able to:understand the components that lead to successful strategic marketing; |
| LO2 | Critically reflect upon the marketing process used to communicate to stakeholders. |
Module Requisites
N/A
Assessment Criteria
| Assessment Category | Assessment Type | Description | Duration | Word Count | Weight (%) | Best of? | Pass Mark |
|---|---|---|---|---|---|---|---|
| Asynchronous Assessment | Report 1 | Critical evaluation and reflection of the marketing process used by a case study organisation to communicate to stakeholders. | 0 | 3000 | 50 | No | 40 |
| Asynchronous Assessment | Case study 1 | Critical analysis of the role of market segmentation in the strategic marketing decisions of a case study organisation | 0 | 3000 | 50 | No | 40 |
Assessment Matrix
| Assessment Type | Learning Outcomes | ||
|---|---|---|---|
| LO1 | LO2 | ||
| Report 1 | ✔ | ✔ | |
| Case study 1 | ✔ | ✔ | |