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.

Assessment 1 (Individual Presentation: PowerPoint): Strategic Marketing presentation of a launch of an innovative product Slide deck with speaker notes will be required (LOs 1, 2, 3)

Assessment 2 (Written executive brief which will be a structured document outlining the innovation, its benefits and a strategic implementation plan) (LOs 1, 2, 3 & 4)

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.

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.

The learning strategy for this module requires students to dedicate a total of 200 hours to achieving the learning outcomes. This includes 187 hours of independent study, guided by 10 weeks of structured asynchronous materials such as case studies, activities, and videos. To support learning, students will receive 10 hours of direct tutor support (1 hour per week over 10 weeks). Additionally, a further 3 hours of assessment support (1 hour per week over 3 weeks) will be provided, ensuring students have the necessary guidance to successfully complete their assessments.

VLE learning material

Module handbook

Selected contemporary case studies

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

Kotler, P., Keller, K.L., & Chernev, A. (2024). Marketing Management, Global Edition, Pearson

Barbosa, B. (2024). Contemporary Trends in Innovative Marketing Strategies, IGI Global

Kotler, P., Roy, S., Chakrabarti, S., Saha, D. and Mazumder, R. eds., (2023).¿Perspectives in Marketing, Innovation and Strategy, Taylor & Francis

Edwards, M. & Lee, A. (2023). Marketing Strategy: A Life-Cycle Approach, Cambridge University Press

Chernev, A. (2019). Strategic Marketing Management: Theory and Practice, Cerebellum Press