STRATEGIC MARKETING - 2023/4

Module Overview

During the module, students consider, discuss, and evaluate concepts, models, digital tools and processes that are 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 with a particular focus on environmental analysis, segmentation, targeting, positioning (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

Module Availability

Semester 1

Prerequisites / Co-requisites

N/A

Module content

Indicative content includes: 

• Corporate, business and marketing strategy


• Market-driven strategy


• Environmental analysis


• Market segmentation, targeting and positioning


• Marketing strategy implementation


• Content marketing


• Mobile marketing


• Optimisation of the customer and user experience

Assessment pattern

Alternative Assessment

Individual presentation in place of the group one.

Assessment Strategy

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

• an 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


• group presentation

Formative assessment

Some seminars are designed to include activities relevant to the assessments and through these activities students will be able to gauge their knowledge about different aspects of the assessments.

Feedback


A detailed marking scheme is supplied to students explaining 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 the University’s VLE once the marking process of the group and individual assignment is completed

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.
• Enable students to develop and apply digital strategies based on marketing concepts and theories.

Learning outcomes

Methods of Teaching / Learning

The learning and teaching strategy is designed to develop the next generation of marketers. By building on solid foundations of marketing theories and concepts, and by expanding upon contemporary issues, students will adopt an enquiry-based approach to their learning and further development. This approach is aligned with the need of future managers to be able to keep adapting and expanding their skills, in order to succeed as professionals in a fast-changing environment.


The learning and teaching methods include a mix of lectures and seminars. A range of methods will be incorporated including but not limited to: online resources, case studies, student-centered active learning, debate and group work.

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: MANM434

Other information

Employability: This module provides students with the relevant marketing knowledge and equips them with problem solving, analytical and critical skills that are used in practice. Moreover, by drawing examples as part of case studies and/or business news discussions and debates, students develop a business acumen and mindset. 

Resourcefulness and Resilience: Throughout the module, but more evidently as part of the group presentation, students need develop their resourcefulness and resilience in order to approach and solve complex marketing problems, but also to present their arguments in a coherent and robust way.

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 2023/4 academic year.