MARKETING STRATEGY - 2020/1

Module Overview

This module considers, discusses and evaluates the market orientation concepts and processes necessary for gaining sustainable competitive advantage in the marketplace. Emphasis is placed upon identifying key strategic issues, competitive positioning and strategy formulation. Marketing strategies are examined from a strategic perspective with a particular focus on STP, Branding and Relationship marketing strategies.

Module provider

Surrey Business School

Module Leader

HEIRATI Nima (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

Module cap (Maximum number of students): N/A

Module Availability

Semester 2

Prerequisites / Co-requisites

MAN1075 (Marketing Principles) or a similar module is a pre-requisite for this module

Module content

Indicative content includes:

• Market-driven strategy and the context of corporate, business and marketing strategy.


• Environmental analysis – External & Internal analysis


• Competitive strategy and strategy formulation


• Strategic market segmentation, targeting and positioning


• Brand management and strategies


• Relationship marketing & strategic CRM


• Strategic marketing planning


• International marketing strategy

Assessment pattern

Alternative Assessment

Not applicable

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate

• the ability to define complex marketing problems and to relate to core strategic marketing strategies.


• advanced knowledge and application of marketing theories and concepts


• the ability to investigate marketing strategies and present findings in a logical and coherent manner


• the ability to identify and analyse marketing problems through the use of case studies

Thus, the summative assessment for this module consists of:

1. Individual assignment (50%), 1500 words due mid semester;


2. Closed book examination (50%) based on a case study provided in advance of the examination. This will be during the exam period.

Formative assessment and feedback

Prior to the assignment and exam, lecture time will be spent discussing the assessments and feedback process.   Generic feedback will be given after submission. This will be a general report on the performance of the whole cohort.  This will also contain a statistical breakdown of marks so students can place their own performance against that of their cohort.  Students will also receive more individual feedback.

On-going feedback will be provided on Surreylearn and verbally in tutorials.

Marks will be returned to students within 3 weeks of submission (excluding bank holidays and university closure days), via Surreylearn. Exam marks may be released later pending ratification at the board of examiners.

Module aims

• To introduce and exemplify the concept of market-driven strategy development.
• To discuss key success factors and major trends in today's business environment, with a focus on how these elements impact future market planning and strategy execution.
• To enable students to analyse market environments and formulate strategies to address key strategic issues.
• To develop the ability to apply marketing knowledge and skill in a management capacity, through the analysis of case studies.

Learning outcomes

Methods of Teaching / Learning

The teaching and learning strategy is designed to build upon the material covered in earlier marketing modules dealing with contemporary issues and providing a synthesis of key strategic marketing concepts.

Teaching, learning and assessment on the module is focused on case study analysis.   The use of case studies is central to the module and the teaching and learning methods as well as the assessment methods were chosen with this intention. 

The teaching and learning methods include 2 hour lectures x 11 weeks supported by 1 hour seminars x 11 weeks to demonstrate practical application of lecture material. A range of methods will be incorporated including; online resources, case studies, and student-centred active learning.  A number of tutorials will be spent covering past exam papers and case studies.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MAN3106

Programmes this module appears in

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2020/1 academic year.