STRATEGIC MARKETING (ONLINE) - 2024/5

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

SOL - 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

None

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

None

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 (addresses learning outcomes: 1, 2, 3, 4 and 5) - 100%

Formative assessment
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 once the marking process of the individual assignment is completed.

Module aims

• Introduce and exemplify the concept of market-driven strategy development.
• 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.
• 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 captured content, seminars, guided and independent learning. A range of methods will be incorporated including but not limited to: online resources, case studies, student-centered active learning and debates.
The learning and teaching strategy is designed to provide structured formal learning through the online environment. By actively engaging in the full range of guided learning activities students will explore the fundamental concepts, tools and theories of the module to create new knowledge and build on existing experience. The live learning sessions are designed to provide students with the opportunity to learn through the application of skills, discussion and peer learning. Students are invited to contribute to discussions from their own background and experiences and are encouraged to be actively involved in problem solving, thus developing their own judgments, opinions and critical thinking. Students are expected to utilise independent learning to deepen their knowledge and skills in core areas of interest.

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: MANM588

Other information

Employability: This module provides students with 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, students need to 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.

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 2024/5 academic year.