Programme And Module Handbook
Course Details in 2022/23 Session

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Module Title LM Strategic Marketing and Management
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 37307
Module Lead Inci Toral
Level Masters Level
Credits 20
Semester Semester 1
Restrictions None
Contact Hours Lecture-20 hours
Seminar-20 hours
Guided independent study-160 hours
Total: 200 hours
Description This module focuses on the theoretical concepts and issues of strategic marketing and management and their application for practice by businesses. The module specifically looks into marketing strategies of world leading innovative companies, such as IKEA, Apple, Amazon, Lego and Starbucks which create, shape and reshape markets. While focusing on market orientation strategies, unfolds the dynamics of market driving and market driven behaviours. These companies do not succeed by chance, but they establish marketing strategies through their management policies which encourage organisational entrepreneurship. Leading marketing strategies go beyond conducting market research and understanding customer needs. This module, aims to deliver what is beyond the observable and measurable through simple market research and challenges the students to establish visionary perspectives when developing marketing strategies.
Learning Outcomes By the end of the module students should be able to:
  • Develop an understanding of current marketing issues that surround markets and firms.
  • Critically analyse and compare different strategic orientations of firms.
  • Use a range of frameworks for strategic analysis leading towards the development of a marketing strategy.
  • Apply techniques, models and frameworks to marketing strategy plans for large and small businesses.
  • Develop written and oral communication skills through writing and presenting their work.
Assessment Methods & Exceptions Assessment:

(2500 word) group report and presentation (30%);

(3000 word) individual (essay) assignment (70%).


Resubmission of failed component:

(1000 words) individual critical analysis of the group work report and presentation (30%)


(3000 word) individual (essay) assignment (70%).
Reading List