Learning
• Developing an in-depth understanding of factors underpinning development and implementation of successful marketing strategic options.
• Exploration and analysis of current and future internal and external forces impacting on the planning process.
• Rationalisation and defence of strategic marketing choices.
• The challenges of the digital world and increased connectivity in conjunction with the move to customisation and personalisation.

Practice
• Developing an appreciation of the bridge between marketing theory and observed practice through consideration of example problem/practice based case examples.
• The impact of these challenges will be contextualised with reference to design and implementation of strategic marketing plans alongside other contemporary issues e.g. sustainability/CSR, social & mobile media marketing, relationship and service based connectivity.
• The relationship between Corporate strategy and Strategic Market Management
• Strategic Analysis: External and internal audits including scenario planning.
• Strategy formulation: levels of marketing strategy, creating advantage (generic strategies), Market-led strategic change and achieving a market-orientation
• Brand strategy
• Segmentation, target marketing and positioning
• Impact of digital marketing.

• Design of an appropriate contemporary marketing mix i.e. 8 P’s
• Implementation issues, including: leadership and planning, measuring market performance
• Evaluating emerging themes such as sustainability/CSR, digital and social media marketing; value co-creation within marketing; governance and risk.

1. Critically appraise the digital stakeholder and customer, dynamics and interrelationships to enable the creation of effective marketing strategies and evaluate the impact of emerging themes including national and global brand awareness/reputation
Knowledge and Understanding

2. Critically analyse, develop, and identify an effective co-ordinated strategic marketing plan in-line with organisational resources, corporate objectives/strategy.
Analysis

3. Develop a strategic marketing audit to evaluate a business scenario.
Communication

4. Reflect on and demonstrate development of associated underpinning strategic agility and customer focus competencies supporting potential for leadership in a strategic management context.
Reflection

Learning approaches include Socratic, peer-to-peer, work-based learning, live demonstrations, simulation, workshops, group activities and simulations, and real business experiences. Where possible this will also include guest lecturers.

This module can also be undertaken as part of the Blended Learning (BL) delivery pattern. BL is defined as the thoughtful integration of each of the following in order to maximise student flexibility:
- Independent study (student reading/research and assessment preparation);
- Guided independent study (homework, group tasks and e-support in Blackboard);
- Online scheduled contact time (at least 10% of total contact time is online lessons where the tutor is ‘present’) and
- Classroom contact time.
Learning activities may include (this list is not exclusive):
- Presentation activities;
- Structured discussion activities;
- Group work activities;
- Reflection activities;
- Formative and summative assessment activities;
- Problem-based learning activities.

The content of this module requires that students have access to up-to-the-minute data and can synthesise and data and communicate information effectively.
Problem/practice based case examples.
Access to WiFi in lessons and access to the IT laboratories and school studio facilities.

• Chaffey, D. & Ellis-Chadwick, F. (2012), Digital marketing: strategy, implementation and practice, Pearson, Harlow.
• Wind, J. & Mahajan, V. (2001), Digital Marketing: Global Strategies from the World's Leading Experts, , Wiley.
• McDonald M. & Wilson H. (2011) Marketing Plans: How to Prepare Them, How to Use Them, 7th Edn, John Wiley and Sons , Chichester.
• Gilligan C. & Wilson R.M.S. (2009) Strategic Marketing Planning, 2nd Edn, Elsevier, London.

Individual Assignment 3,500 words (100%) based on development of a strategic marketing plan.

The assignment will include a 500 word minimum element reflecting critically on the relevant underpinning strategic agility & customer focus management & leadership competencies as they relate to this module

This module is designed to give you an overview of the relationship between marketing strategy and corporate strategy and how strategic marketing decisions are made within an organisation. You will learn about the strategic marketing plan, the elements of a marketing audit and how to create a marketing strategy to meet the needs of your target customers. Elements of the marketing mix will be studied along with an introduction to branding and the influence of digital marketing.