Strategic marketing is a critical competence for marketing professionals, enabling them to make informed, evidence-based decisions that guide organisations toward sustainable competitive advantage in fast-moving global markets. This course provides a rigorous introduction to the principles, frameworks and analytical tools that underpin effective strategic marketing practice. It is positioned at the "introducing" stage of the programme's Intended Learning Outcomes and it establishes the foundation for more advanced work within the programme.

Students will explore the evolution of marketing thought and examine contemporary strategic challenges such as sustainability, ethical practice, digital transformation, demographic shifts, and changing patterns of consumer behaviour. The course builds capability in core analytical techniques essential for strategic planning, such as undertaking a situation analysis, developing a SWOT assessment, and Segmentation, Targeting and Positioning (STP). Through structured evaluations of market data and research sources, students will learn to develop, justify and communicate coherent strategic recommendations. A central component of the course is the application of the extended marketing mix to support strategic decision making.

Learning activities emphasise collaborative problem-solving and peer engagement. Group work encourages students to debate, defend and refine strategic choices, supporting the development of independent judgement and critical thinking.

7 x 2 hour lectures

4 x 2 hour tutorial workshops which will be supported by digital learning technologies, for example, Menti.

None

None

1. Oral assessment & presentation; Group; 10 minutes; 25%; ILOs 1-3, 5.

2. Written assignment, including essay; Individual; 1900 words; 75%; ILOs 3-4.

This course aims to: 

■ Equip students with the knowledge and skills necessary to devise and implement marketing programmes within an international context.

On completion of the course, students will be able to: 

1. Evaluate the wider global trends shaping consumer behaviour and strategic marketing practice.

2. Evaluate marketing opportunities and assessing markets with respect to the general market characteristics, market potential, competitor and customer analysis.

3. Analyse relevant market data and information sources to inform decision making.

4. Create marketing strategies and design selected aspects of marketing programmes focusing on the marketing mix framework.

5. Collaborate with others to produce a combined piece of coursework.