Course Brief

The module aims to review the nature and scope of marketing strategy and evaluate how strategies are developed given different organisational contexts.

The module considers that strategy is a fundamental pattern of present and planned objectives, resource deployments and interactions of an organisation with markets, competitors and other environmental factors.

It lays the foundation by appraising the mechanics of marketing strategy, considering the evolving models and practices that are essential to the development and implementation of strategy, examines contemporary issues and problems that dominate the thinking of marketing executives as they establish and execute a range of marketing strategies.

  • 40 Contact Hours

Upon successful completion of this module, students will have demonstrated:

K1. Critical understanding of the nature of Marketing Strategy and its significance for the organisation.
K2. Critical understanding of the drivers and factors affecting the choice of marketing strategies.
K3. Critical understanding of appropriate models and techniques that aid the strategic marketing process.
K4. Critical understanding of contemporary marketing issues and problems in a strategic context.

S1. Research skills
S2. The ability to interpret advanced information and marketing data handling skills.
S3. The ability to assess communications skills to develop effective relationship Marketing.

Students will be required to submit one piece of summative assignment which will assess their knowledge of the Marketing syllabus in detail.

  • BA (Hons) Business and Marketing



    In today’s fast-paced, global environment, marketing is crucial to the commercial success of any business. The University of Sunderland’s BA (Hons) Business and Marketing Top-up degree is a balance of focus, that combines both business subjects and a marketing specialism to prepare students for employment in a diverse range of careers in both disciplines. Studying business and marketing together grants a unique understanding of organisations and their management, and the varied ways marketing is used to determine and demonstrate the quality and usefulness of products, brands and services.

    The BA (Hons) Business and Marketing programme can be earned in 18 months. As a graduate of this course you'll have excellent skills and knowledge in marketing management, planning and strategy and digital marketing.

  • BA (Hons) Business Management



    The BA (Hons) Business Management course allows you to benefit from Sunderland’s teaching of business and management without leaving your home region.

    The content of the course mirrors the Sunderland-based equivalent course Business Management. This course builds on your existing knowledge and prepares you for managerial roles and professional roles in sales, finance, general business and the public sector. You will undertake three broad-based modules related to project management, strategic management and the latest developments in business management.

    You will also study specialist modules that cover Marketing Strategy, Human Resources and Management Accounting. This course is based at study centres, which makes it distinct from our course with the same title that is based at the University of Sunderland. Courses delivered at study centres share the same ethos, material and approach as those delivered at Sunderland itself.

    This course is an outstanding way to gain the benefits of an education from our University without having to move to Sunderland.

    Sunderland has a strong record in business and management studies, with The Guardian University Guide 2015 naming the University as No.1 in North East England for Course Satisfaction and Student Satisfaction with Teaching in these subjects.


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