Summary of content

Strategic Marketing Planning is core to organisations' success and a crucial competence for any marketer. Students will develop a critical understanding of the strategic marketing planning process to develop a winning strategy as a means of creating competitive advantage by building a sustainable value proposition for each target market identified as part of the planning process. The module also addresses the issue of internationalisation of a brand. Students will develop
insight into the issues facing a brand when moving into international markets and the impact upon brand adaptation to ensure organisational success in non-domestic markets. As the global environment and how consumers react to this in individual markets is one of the key areas of analysis this module ensures students consider the impact of their strategic marketing decisions on the global environment thus developing graduates who care about the global environment and social responsibility as well as teaching them to become responsible managers and leaders. This is in line with the common good curriculum supporting students to develop common good attributes of Active Global Citizenship, Confidence Entrepreneurial Mind-Set and Responsible Leadership.

Students will have the opportunity to not only develop their theoretical knowledge but apply it within a simulated business setting through the use of a marketing simulation.

Module structure

Assessment methods