This module will explore Strategic Marketing and Innovation and their importance to the organization and explore the nuances of consumer behaviour and the process of innovation and link it to the total Strategic marketing initiate of the company and the thrust to growth. The module will also focus on the strategic marketing audit and how to create a marketing plan for the organization that is robust.

Assessment 1 (Individual Report): Strategic Marketing for a Launch of an Innovation LO 1, 3 & 4

Assessment 2 (Group Presentation: PowerPoint): Strategic Marketing Audit LO 2, 3 & 4

Students are expected to commit a total of 200 hours towards achieving the learning outcomes. Out of those 200 hours, 39 hours will be in direct contact with a tutor and 161 hours will be directed, guided and self-study. All the materials – including learning materials, case studies and independent learning materials – will be provided.

A mixture of activities including lectures, case study analysis, economic and environmental analysis, relevant videos and in-class discussions, individual and group problem-solving and self-directed learning will be utilised in this module.

1. Demonstrate a systematic understanding of stakeholder and customer, dynamics and interrelationships to enable the creation of effective marketing strategies and evaluate the impact of emerging themes.

Knowledge and Understanding.

2. Demonstrate a comprehensive understanding and critical evaluation of methodologies and techniques to create a co-ordinated strategic marketing plan in-line with organisational resources, corporate objectives/strategy post the strategic marketing audit.

Analysis, Inquiry.


3. Demonstrate a systematic understanding and awareness of contemporary marketing management issues pertaining to the development and launch of innovative new products.

Knowledge and Understanding, Analysis.


4. Reflect on the qualities and transferable skills of strategic agility and customer focus competencies supporting potential for leadership in a strategic management context.

Reflection.

VLE learning material

Module handbook

Selected contemporary case studies

Selection of peer-reviewed papers will form core reading for the module.



Baker, T. and Welter, F. (2020) Contextualizing entrepreneurship theory. New York, NY: Routledge.

Shams, S.M.R. (2018)¿Business models for strategic innovation: cross-functional perspectives. 1st edition. Abingdon, Oxon

Drucker, P. (2014). Innovation and Entrepreneurship (1st ed.). Routledge.

HBR’s 10 must reads on innovation. (2013). Boston: Harvard Business Review Press.

Schumpeter, J.A. (2010). Capitalism, Socialism and Democracy (1st ed.). Routledge.

Strategic Marketing is central to the organization and Innovation is of utmost importance in today’s dynamic world. This module will explore the role and importance of innovation within the strategic marketing plan and organizations direction of growth. Additionally, the module will critically and practically appraise the marketing audit, consumer behaviour, innovation process and their link to the Strategic Marketing Plan.