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Module Title LM Contemporary Issues in Strategic Marketing
SchoolBirmingham Business School
Department Marketing
Module Code 07 20814
Module Lead Dr Olalonpe Ige
Level Masters Level
Credits 20
Semester Semester 1
Pre-requisites
Co-requisites
Restrictions MSc Strategic Marketing and Consulting; MSc Marketing Communications
Exclusions
Description

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 4,500 words (100%)Reassessment: 6,000 word assignment (100%)
Other
Reading List