Programme And Module Handbook
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Module Title LM Contemporary Issues in Strategic Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 20814
Module Lead Dr Andrew Pressey
Level Masters Level
Credits 20
Semester Semester 1
Restrictions MSc Strategic Marketing and Consulting; MSc Marketing Communications
Contact Hours Lecture-0 hours
Seminar-0 hours
Tutorial-0 hours
Project supervision-0 hours
Demonstration-0 hours
Practical Classes and workshops-0 hours
Supervised time in studio/workshop-0 hours
Fieldwork-0 hours
External Visits-0 hours
Work based learning-0 hours
Guided independent study-0 hours
Placement-0 hours
Year Abroad-0 hours

This module will build on (and complement) students prior knowledge of strategic marketing concepts.  It will develop a strategic orientation to their thinking, as well as a critical awareness of the latest challenges facing marketing professionals and how organisations are responding. The module will review key principles but will also be issues-based and highly interactive in the lecture sessions.



Learning Outcomes

By the end of the module students should be able to:

  • demonstrate critical awareness of contemporary issues, current research, theoretical frameworks and processes in strategic marketing;
  • demonstrate comprehensive knowledge and understanding of the changing market environments in which organisations are operating and how they are responding in terms of strategic marketing;
  • critically evaluate the developments and research in the marketing strategy domain, specifically in relation to competitive positioning, innovation and the institutionalization of marketing strategies
  • critically evaluate the developments and research in the marketing strategy domain, specifically in relation to market orientations, marketing intelligence and the psychology of marketing strategists.
Assessment 20814-01 : Individual Assignment : Coursework (100%)
Assessment Methods & Exceptions One coursework assignment 6,000 words (100%) Reassessment: 6,000 word assignment (100%)
Reading List