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T​‌‍‍‍‌‍‌‍‍‍‌‌‌‍‌‌‌‌‌‌​his module explores in depth issues including the strateg

T​‌‍‍‍‌‍‌‍‍‍‌‌‌‍‌‌‌‌‌‌​his module explores in depth issues including the strategic planning process, internal and external environmental analysis, competitive strategies, marketing research, the use of strategic alliances and networks, and the implementation and control of marketing strategy.
There are some topics that are of great importance to modern marketing which time does not allow to be covered here in any detail. These include innovation, forecasting, branding, and the use of digital technologies which touch on just about every aspect of modern marketing. Students are therefore encouraged to bear these subjects in mind and to be constantly vigilant concerning their relevance to the topics under discussion. Similarly, be aware that no single textbook adequately covers all aspects of the contents of this module, or key related subjects, and you should seek to read as widely as possible to supplement the material in the course text.
The above points are indicative of the fact that marketing is a very wide-ranging discipline that touches on many aspects of our business and personal lives. It is hoped that you will continue to find marketing interesting and will enjoy the challenges that the study of it presents.
This module has a strong focus on reflective Journal Entry assessment which runs through the duration of the module. This reflective assignment allows you to examine and reflect on your own development and individual learning.
In this module we shall:
Discuss what strategic marketing is and its relationship to other strategic organisational activity.
Review the contents of a strategic marketing plan, and some of the tools associated with creating it.
Identify a range of competitive strategies that an organisation could adopt.
Recognise the importance of alliances, networks and other relationships (especially customer relationships) to modern organisations.
Give a socially responsible and ethical context to strategic marketing activity.
Discuss key issues around managing implementation of marketing strategy.
On completion of this module you will be able to:
Critically examine the tools necessary to build a strategic marketing plan.
Analyse the variables important to developing a marketing strategy in different types of organisation.
Appraise and evaluate the role of marketing strategy in contemporary society.
Critically reflect upon the impact of ethics on marketing strategy.
Write a short (approx 300-500 words) Journal Entry to explain:
The key things you learned during the last two weeks.
How can they relate to the workplace?
How they can aid your personal and professional development?
Remember to be specific and give examples.
Your Journal Entry should be submitted to the Journal Tool below. Your tutor will provide brief feedback on your submission.
What is reflective writing?
For guidance on reflective writing, please visit the Study Skills Hub writing section.
Learning Outcomes
Critically examine the tools necessary to build a strategic marketing plan.
Analyse the variables important to developing a marketing strategy in different types of organisation.
Appraise and evaluate the role of marketing strategy in contemporary society.
Critically reflect upon the impact of ethics on marketing strategy.
Unit 2: The Strategic Marketing Planning Process incl. SWOT
Strategic marketing is of limited value to an organisation unless it can be undertaken in a way that is structured and carefully considered. Strategic marketing proposals need to relate clearly to what the organisation is seeking to achieve and must deliver practicable outcomes given the available resources.
The strategic marketing planning process brings all these elements together. The constituent parts of the planning process will be the focus of much of the rest of this mo​‌‍‍‍‌‍‌‍‍‍‌‌‌‍‌‌‌‌‌‌​dule but in this Unit an overview is given as an introduction to the rest.
In this unit we shall:
Gain an overview of the strategic marketing planning process.
Review the key steps in the process and identify key decisions that need to be made along the way.
Identify how and why SWOT analysis contributes to the strategic marketing planning process.
On completion of this unit you will be able to:
Present an overview of a strategic marketing planning process.
Explain differences between variants of the strategic marketing planning processes.
Explain how the strategic marketing planning process contributes to the achievement of corporate goals.
Describe the structure and purpose of a SWOT analysis.
Unit 2 Reading
Required Reading
Hooley, G., Nicoulaud, B., Rudd, J. M. & Lee, N. (2020) Marketing Strategy & Competitive Positioning. Harlow: Pearson Education.
Chapter 2
Additional Reading
Kotler, P., Keller, K., Brady, M., Goodman, M & Hansen, T. (2016) Marketing Management, Harlow: Pearson.
Chapters 2 & 3.
McDonald M. & Wilson H. (2016) Marketing plans: how to prepare them, how to profit from them. Chichester: John Wiley.
Unit 1: Introduction to Marketing Strategy
This Unit lays the foundations for what follows. It includes some of the concepts discussed at the start of the ‘Marketing Principles & Practice’ module but also introduces important new topics, such as the ‘resource-based view’. The role of marketing strategy is investigated in more detail than previously with more discussion of stakeholders, the role of marketing within the organisation, and the nature of market orientation.
While students should certainly undertake the required reading they should also aim to read extensively around the topic of what strategic marketing is using the ‘Additional Reading‘ and/or sources of their own choosing. There are many perspectives on this very broad subject and a thorough understanding of these will prove invaluable in assimilating later material and in writing sound assessments.
In this unit we shall:
Review the meaning of ‘marketing’ and the marketing concept.
Discuss differing approaches to the concept of marketing strategy.
Consider a range of stakeholders and their differing objectives.
Identify key principles of marketing strategy.
Identify the role of marketing in business strategy.
On completion of this unit you will be able to:
Explain what marketing is and the marketing concept.
Suggest ways to identify if your organisation has a market orientation.
Explain the ways in which marketing can contribute to the satisfaction of key stakeholders.
Summarise the roles marketing should be playing within your organisation.
Reading
Marketing is a fast evolving area. Students taking this module are encouraged to research current literature around the concepts introduced in each unit.
Recommended journals to start with are:
The Marketing Review
Journal of Public Policy and Marketing
Harvard Business Review
Journal of Strategic Marketing
Journal of Marketing Management
International Marketing Review
Unit 1 Reading
Required Reading
Hooley, G., Nicoulaud, B., Rudd, J. M. & Lee, N. (2020) Marketing Strategy & Competitive Positioning. Harlow: Pearson Education.
Chapter 1
Additional Reading
Dibb S., Simkin L., Pride W. & Ferrell O. (2016) Marketing, Concepts and Strategies. 7th ed. Andover: Cengage
Chapters 1 and 2.
Hollensen S. (2010) Marketing Management, a Relationship Approach. Harlow: Pearson Ed.
Chapters 1 and 2.
Kotler, P., Keller, K., Brady, M., Goodman, M & Hansen, T. (2016) Marketing Management. Harlow: Pearson.
Chapter 1.
Porter, M. (1996) What Is Strategy? Harvard Business Review 74(6): 61-78.
Additional Video
Kotler​‌‍‍‍‌‍‌‍‍‍‌‌‌‍‌‌‌‌‌‌​ P. Online (2008)

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