Course Brief

The Strategic Marketing course aims to provide students with the necessary tools and frameworks to enable them to make proactive marketing decisions that take best advantage of the conditions in which the firm finds itself.


  • This course is offered in 40 - 50 contact hours.

On completion of this course students will be able to:

• Demonstrate a strategic, global and ethically informed understanding of the marketing management process, taking account of established and emerging practices in digital marketing.
• Show critical awareness of the analytical processes used to evaluate market opportunities and propose appropriate marketing strategies to achieve competitive advantage in a variety of global and dynamic market contexts.
• Understand the activities and organisational structures, including networking and partnerships, required to implement, monitor and measure the performance of marketing strategies.
• Use evidence-based and data mining techniques to creatively segment and target markets as well as position products/ services against market needs and competitive offerings.
• Develop integrated marketing strategies as well as evaluate and propose appropriate activities and organisational structures to implement and control the chosen strategy effectively.
• Ability to undertake structured, critical analysis of marketing problems and opportunities and develop appropriate marketing strategies in a variety of contexts.
• Ability to propose, plan and integrate creative marketing programmes.
• Use a range of verbal, numerical and graphical data to formulate, implement and measure the success of marketing strategies.

The course is assessed by final examination, accounting for 100% of the overall mark.

In this exam, you will prepare a Strategic Marketing Plan (SMP) for an organisation of your choice. This could be for your own organisation or it could be for an organisation you are familiar with. You will complete the plan to a template comprising four sections:

• Analysis
• Planning
• Implementation
• Feedback and Control

which together make up a cohesive SMP. There will be a checklist of points in each section, all of which must be addressed.
The first three sections ‘Analysis, Planning and Implementation’ will each be worth 30% of your final mark, the last section, ‘Control’, will be worth 10%. The pass mark is 50%.
To bring authenticity to the assessment, in the exam you will be given an unforeseen ‘last minute’ scenario which you must take account of in your SMP.
To help you write your SMP in the exam, you are allowed to bring notes with you. Notes must be no more than two sides only of A4 paper (handwritten or typed) and will be checked at the exam centre before starting your exam.