Programme And Module Handbook
Course Details in 2019/20 Session

If you find any data displayed on this website that should be amended, please contact the Curriculum Management Team.

Module Title Strategic Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 27761
Module Lead Dr Raphael Akamavi
Level Honours Level
Credits 10
Semester Semester 2
Restrictions None
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.