Module code: MANM434

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 Environmental analysis, STP and strategic marketing planning.

Module provider

Surrey Business School

Module Leader

SIAMPOS Anastasios (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

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

Overall student workload

Independent Learning Hours: 106

Lecture Hours: 11

Seminar Hours: 11

Guided Learning: 11

Captured Content: 11

Module Availability

Semester 1

Prerequisites / Co-requisites


Module content

Indicative content includes:

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

· Environmental analysis

· Competitive strategy and strategy formulation

· Strategic market segmentation, targeting and positioning

· Strategic marketing planning

· International marketing strategy

Assessment pattern

Assessment type Unit of assessment Weighting

Alternative Assessment


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.

Thus, the summative assessment for this module consists of an individual assignment. 

Formative assessment and feedback

This module adopts an enquiry based approach to assessment and feedback where resources are provided to students to enable them to identify their own strengths and weaknesses prior to an assessment, and in turn decide their own learning strategies. These resources include, although not limited to:

• seminars that will be designed to include activities relevant to the assessment;

• a detailed marking scheme will be supplied to students to explain the assessment criteria used and the weighting of each criterion. Criteria have been developed in line with the learning outcomes and reflect those;

• summative feedback, explaining what students did well and less well, will be published on SurreyLearn once the marking process of the group assignment is completed;

• the generic feedback, including a statistical breakdown, will also be posted on SurreyLearn so that students can gauge their own performance in relation to the whole cohort’s performance;

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

Attributes Developed
001 Identify, synthesise and apply relevant marketing theories within different contexts. KC
002 Identify and analyse different marketing problems. KT
003 Critically evaluate various marketing approaches and applications of strategy within a specific context. KC
004 Organise and communicate ideas clearly. PT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The teaching and learning strategy is built upon contemporary issues and provides 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 a mix of lectures, laboratory sessions and seminars. A range of methods will be incorporated including but not limited to: online resources, case studies, simulation games and student-centered active learning.

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
Upon accessing the reading list, please search for the module using the module code: MANM434

Other information


Programmes this module appears in

Programme Semester Classification Qualifying conditions
Strategic Marketing MSc 1 Compulsory A weighted aggregate mark of 50% is required to pass the module

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 2022/3 academic year.