Course Details in

Module Title	LH Strategic Marketing
School	Birmingham Business School
Department	Birmingham Business School
Module Code	07 27761
Module Lead	Dr Raphael Akamavi
Level	Honours Level
Credits	10
Semester	Semester 2
Pre-requisites
Co-requisites
Restrictions	None
Exclusions
Description	This module develops a strategic and critical awareness of the challenges facing marketing professionals and how organizations are responding to them. The module will increase students’ breadth of knowledge in both scope and content in the areas of marketing strategy, organisation, programming, control, and international marketing, as well as taking a critical perspective of the role of marketing both within organisations and within society as a whole. These issues are also concerned with organisational decision making and in particular the interface between marketing and other organisational functions.
Learning Outcomes	By the end of the module students should be able to: Demonstrate critical knowledge and understanding of the key principles and issues in strategic marketing in organisations and identify appropriate marketing strategies. Critically evaluate developments in contemporary marketing and research in the marketing strategy domain, specifically in relation to market orientation and other strategic orientations. Analyse and critique changing market environments, benchmark competitors and assess competitor response to a firm’s marketing strategy. Critically evaluate competitive markets including competitor positioning, innovation and the institutionalization of marketing strategies.
Assessment	27761-01 : Group Work : Group Assessment - Coursework (50%) 27761-02 : Essay : Coursework (50%)
Assessment Methods & Exceptions	Assessment: Group report (3,000 words) – 50% (groups to consist of 5 or 6 members except in exceptional circumstances or where student numbers do not facilitate such grouping)Individual Essay (1,500 words) - 50%
Other	None
Reading List	West, D., Ford, J., and Ibrahim, E., (2010). Strategic Marketing: Creating Competitive Advantage, Oxford University Press: Oxford.