| Delivery Type | Delivery length / details |
|---|---|
| Lecture | 32 Hours. |
| Seminars / Tutorials | 8 Hours. |
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Assessment | Strategic Marketing Management Portfolio | 100% |
| Supplementary Assessment | Resubmission of assessed coursework | 100% |
On successful completion of this module students should be able to:
Demonstrate an understanding of the strategic issues associated with marketing strategy and planning
Discuss the academic literature regarding the role of strategic marketing management within organisations
Analyse what exactly is competitive advantage; distinctive capabilities; resource and marketing audits; scenario planning
Communicate what is meant by delivering customer value; to understand the measurement and strategic implications of customer satisfaction and relationship marketing
Demonstrate an understanding of the dynamics of positioning and segmentation within strategic marketing management
Discuss the importance of PIMS project and the place of portfolios in strategic sales and marketing management
This module will introduce the major issues associated with marketing management within contemporary organisations. The mdoule will also examine the latest academic literature relating to marketing management and communication.
This module is at CQFW Level 7