Course Details in

Module Title	LM Strategic Marketing
School	Birmingham Business School
Department	Birmingham Business School
Module Code	07 02968
Module Lead	Mr Peter Hyde
Level	Masters Level
Credits	15
Semester	Full Term
Pre-requisites
Co-requisites
Restrictions	Compulsory for 2150 Executive Part-Time MBA Singapore
Exclusions	none
Description	The module provides an overview of the contribution of strategic marketing to corporate success. It focuses on the analysis, formulation and implementation of short- and long-term marketing strategies. In the module, the fundamentals of the market environment, segmentation, consumer behaviour, market research, brand management, international marketing, business to business marketing, services and relationship marketing are all examined in detail.
Learning Outcomes	By the end of the module the student should be able to: Understand the marketing concept and its relationship to a customer focused management approach Appreciate the complexity of the marketing environment and consumer decision making processes Explain how market segmentation, targeting and positioning principles should be applied Understand the importance of information for marketing decision making and know how market and marketing research should be conducted Know how to manage the marketing mix Understand how to develop marketing strategies and plans Be aware of specialist and new areas in marketing such as services, business to business, international and relationship marketing Critically analyse academic material and produce exemplars of how this material enables product management decisions Deal with marketing problems creatively and translate these into a practical and appropriate plan and implementation schedule Work as teams to process substantial amounts of marketing information and to identify and analyse marketing issues and problems in a constructive environment with immediate feedback.
Assessment	02968-01 : Coursework : Coursework (50%) 02968-02 : Exam : Exam (School Arranged) - Written Unseen (50%)
Assessment Methods & Exceptions	One 3hour unseen examination (50%), 1x3,000 word assessed project (50%)
Other	none
Reading List	S. Dibb (et al) Marketing: Concepts and Strategies (3rd ed.)