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.

  • MBA with Specialism in Marketing

     

                  

     

    It takes skill, determination and of course specialist knowledge.

    Our specialist MBAs give you just that depth of understanding, this programme encompasses the same seven core courses of the standard MBA, but, instead of the two elective courses, you take four specialist courses in Marketing.

    An intellectually challenging programme that equips students with crucial knowledge of the key concepts, tools and techniques of Marketing.

     

    ACCREDITATION

     

    WHY CHOOSE THE EDINBURGH BUSINESS SCHOOL (EBS) HERIOT-WATT MASTERS’ PROGRAMMES AT SBCS GLOBAL LEARNING INSTITUTE?

    There are two tuition intakes per year for all courses:

    • January - May
    • July - November

     

    EVENTS

     

    REGISTRATION PERIOD FOR THE JULY 2020 SEMESTER:

    • June 27th - July 11th, 2020

     

    SEMESTER STARTS:

    • July 13th, 2020

     

    Masters PT July - December 2020 Tuition Schedule

     

    For further information:

    EBS Prospectus

     

    VIEW OTHER EBS HERIOT WATT UNIVERSITY MASTERS DEGREE

  • MBA with Specialism in Human Resource Management

     

                  

     

    It takes skill, determination and of course, specialist knowledge.

    Our specialist MBAs give you just that depth of understanding, this programme encompasses the same seven core courses of the standard MBA, but, instead of the two elective courses, you take four specialist courses in Human Resource Management.

    This programme is aimed at those already working in ‘People Management’ who want to fully grasp the intellectual understanding required of the leading practitioners.

     

    ACCREDITATION

     

    WHY CHOOSE THE EDINBURGH BUSINESS SCHOOL (EBS) HERIOT-WATT MASTERS’ PROGRAMMES AT SBCS GLOBAL LEARNING INSTITUTE?

    There are two tuition intakes per year for all courses:

    • January - May
    • July - November

     

    EVENTS

     

    REGISTRATION PERIOD FOR THE JULY 2020 SEMESTER:

    • June 27th - July 11th, 2020

     

    SEMESTER STARTS:

    • July 13th, 2020

     

    Masters PT July - December 2020 Tuition Schedule

     

    For further information:

    EBS Prospectus

     

    VIEW OTHER EBS HERIOT WATT UNIVERSITY MASTERS DEGREE

  • MBA with Specialism in Strategy

     

                  

     

    It takes skill, determination and of course, specialist knowledge.

    The globally recognized Edinburgh Business School, Heriot-Watt University specialist MBAs, offered via SBCS GLI, Trinidad, give you just that depth of understanding.

    This ACTT-recognised MBA with specialism in Strategy programme encompasses the same seven core courses of the standard MBA, but, instead of the two elective courses, you take four specialist courses in Strategy. All courses are industry-relevant and practical in nature and taught by excellent and experienced lecturers. 

    This programme is designed for individuals who are, or intend to become, Senior Managers, holding substantive positions in large public or private sector organisations.

    Students are drawn to this popular MBA programme by its academic rigour, its intellectual challenge, its flexibility and its proven ability to greatly enhance student career prospects. 

    Our flexible programme structure and affordable payment plans are ideal for anyone wishing to attain a high-quality Master’s qualification. 

    Assessments for all courses are currently facilitated via take-at-home examinations (one per course) No course-work or final thesis is applicable for this programme.

     

    About Heriot-Watt University

    Founded in 1821, Heriot-Watt has a rich heritage and is valued for its pioneering research informed by the global needs of business and industry.

    Heriot-Watt University is ranked among the top 30 out of 130 UK Universities in the highly regarded 2021 UK University League table.  In addition, Heriot-Watt is ranked in the top 300 universities worldwide  by the Times Higher Education World University Rankings.

    The university has five campuses across the world: Edinburgh, Scottish Borders, Orkney, Dubai and Malaysia, as well as 53 Approved Learning partners(ALPs) and educational collaborative partners in 150 countries.

    In 2018, the UK Times and The Sunday Times Good University Guide named Heriot-Watt University as the International University of the Year.

     

    EVENTS

    • Registration for the July 2021 semester commences on May 17th, 2021 
    • The July 2021 semester starts on July 18th, 2021

     

    Master's Online Tuition Schedule: July 2021

     

     
  • MBA with Specialism in Finance

     

     

    It takes skill, determination and of course, specialist knowledge. The globally recognized Edinburgh Business School, Heriot-Watt University specialist MBAs, offered via SBCS GLI, Trinidad, give you just that depth of understanding.

    The ACTT-recognised MBA with specialism in Finance programme encompasses eight core courses and three specialist courses in Finance. All courses are industry-relevant and practical in nature and taught by excellent and experienced lecturers. 

    Your MBA with Finance Specialism is designed with Finance professionals in mind, and those who want to strengthen their knowledge and boost their career.

    Students are drawn to this popular MBA programme by its academic rigour, its intellectual challenge, its flexibility and its proven ability to greatly enhance student career prospects. 

    Our flexible programme structure and affordable payment plans are ideal for anyone wishing to attain a high-quality Master’s qualification. 

    Assessments for all courses are currently facilitated via take-at-home examinations (one per course) No course-work or final thesis is applicable for this programme.

     

    About Heriot-Watt University

    Founded in 1821, Heriot-Watt has a rich heritage and is valued for its pioneering research informed by the global needs of business and industry.

    Heriot-Watt University is ranked among the top 30 out of 130 UK Universities in the highly regarded 2021 UK University League table.  In addition, Heriot-Watt is ranked in the top 300 universities worldwide  by the Times Higher Education World University Rankings.

    The university has five campuses across the world: Edinburgh, Scottish Borders, Orkney, Dubai and Malaysia, as well as 53 Approved Learning partners(ALPs) and educational collaborative partners in 150 countries.

    In 2018, the UK Times and The Sunday Times Good University Guide named Heriot-Watt University as the International University of the Year 

     

    EVENTS

    • Registration for the July 2021 semester commences on May 17th, 2021
    • The July 2021 semester starts on July 18th, 2021

     

    Master's Online Tuition Schedule: July 2021

     

    For further information

    Download Our July 2021 prospectus

     

    View other EBS Heriot-Watt University Master's Degrees

  • Master of Business Administration - MBA

     

                  

     

    An MBA for tomorrow's leaders, today!

    The globally recognized Edinburgh Business School, Heriot-Watt University MBA programme, offered via SBCS GLI, Trinidad, covers key management disciplines, including people skills, economics, marketing, financial decision making, project management and strategy. 

    Students are drawn to this popular MBA programme by its academic rigour, its intellectual challenge, its flexibility and its proven ability to greatly enhance student career prospects. 

    This ACTT-recognised MBA encompasses seven core courses and two elective courses which are all industry-relevant and practical in nature and taught by excellent and experienced lecturers. 

     Our flexible programme structure and affordable payment plans are ideal for anyone wishing to attain a high-quality Master’s qualification. 

    Assessments for all courses are currently facilitated via take-at-home examinations (one per course) No course-work or final thesis is applicable for this programme.

     

    About Heriot-Watt University

    Founded in 1821, Heriot-Watt has a rich heritage and is valued for its pioneering research informed by the global needs of business and industry.

    Heriot-Watt University is ranked among the top 30 out of 130 UK Universities in the highly regarded 2021 UK University League table.  In addition, Heriot-Watt is ranked in the top 300 universities worldwide  by the Times Higher Education World University Rankings.

    The university has five campuses across the world: Edinburgh, Scottish Borders, Orkney, Dubai and Malaysia, as well as 53 Approved Learning partners(ALPs) and educational collaborative partners in 150 countries.

    In 2018, the UK Times and The Sunday Times Good University Guide named Heriot-Watt University as the International University of the Year.

     

    EVENTS

    • Registration for the July 2021 semester commences on May 17th, 2021 
    • The July 2021 semester starts on July 18th, 2021

     

    Master's Online Tuition Schedule: July 2021

     

    For further information

    Download Our July 2021 prospectus

     

    View other EBS Heriot-Watt University Master's Degrees

  • MBA with Specialism in Oil and Gas Management

     

                  

     

    It takes skill, determination and, of course, specialist knowledge.

    Our specialist MBAs give you just that depth of understanding.

    This programme encompasses the same seven core courses of the standard MBA, but, instead of the two elective courses, you take four specialist courses in oil and gas management.

    This new MBA specialism will provide you with the cutting edge management skills that are needed by every successful manager to today’s competitive world, plus a detailed knowledge and expertise that is specifically relevant to the oil and gas industry.

    The specialism is based on a pioneering work done by Edinburgh Business School developing the content in close association with industry practitioners, and it has been extensively market tested. The ‘students’ will be experienced managers, or those aspiring to work in public or private oil and gas producers, service providers and specialist engineering organisations.

    You work towards your MBA on a course-by-course basis. After completing three courses, you are eligible for a Postgraduate Certificate in Business Administration, and after six courses for a Postgraduate Diploma in Business Administration.

     

    ACCREDITATION

     

    WHY CHOOSE THE EDINBURGH BUSINESS SCHOOL (EBS) HERIOT-WATT MASTERS’ PROGRAMMES AT SBCS GLOBAL LEARNING INSTITUTE?

     

    There are two tuition intakes per year for all courses:

    • January - May
    • July - November

     

    EVENTS

     

    REGISTRATION PERIOD FOR THE JULY 2020 SEMESTER:

    • June 27th - July 11th, 2020

     

    SEMESTER STARTS:

    • July 13th, 2020
     

    For further information:

    EBS Prospectus

     

  • MSc. Marketing (Continuing Students only)

     

                  

     

    An MSc for those keen to gain a greater understanding of the role marketing can play in the running of successful businesses and organisations.

    This intellectually challenging programme will help to create the marketing leaders of tomorrow. It will allow you to solve real problems and make the kind of informed decisions that can transform the marketing of your organisation.

    This MSc will provide you with an understanding of the key marketing concepts, tools and techniques enabling you to add real value to your business and advance your career in the process. The programme appeals to graduates in non-business
    subjects who wish to develop a career in marketing and individuals who have business-related work experience and now wish to move into marketing, or upgrade their skills and decision-making capability in the discipline.

    You’ll study issues of consumer behaviour, research and communications and the part they play in a coherent marketing programme. The programme will appeal equally to non-business graduates and marketing executives alike.

     

    ACCREDITATION

     

    EVENTS

     

    REGISTRATION PERIOD FOR THE JULY 2020 SEMESTER:

    • June 27th - July 11th, 2020

     

    SEMESTER STARTS:

    • July 13th, 2020

     

    Masters PT July - December 2020 Tuition Schedule

     

    For further information:

    EBS Prospectus

     

    VIEW OTHER EBS HERIOT WATT UNIVERSITY MASTERS DEGREE