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Strategic Marketing and Management in a Sustainable World

Module description

In this module we explore different aspects of marketing and strategic management within a global context. It is critical for anyone aspiring to manage their own business, become a marketer, senior executive or consultant to have a clear understanding of the concepts and ideas needed to effectively craft and execute strategy and marketing plans. This module will teach you the fundamentals of strategic management, marketing planning and tactics, giving you a clear understanding of how external drivers impact on organisations, how markets operate, how customers behave in different contexts and how organisations can develop resource and capabilities to gain competitive advantage. We cover classical and current theory but also provide a practical focus with a simulation and a number of international case studies

You do not need prior knowledge or experience of marketing and strategic management for this module.

This module is AI integrated, which means there is an expectation that you will use AI during classes and as part of the assessment process.

Module aims - intentions of the module

The aims of this module are to:

• Enable you to explore the role of strategic management and marketing in different organisational contexts – e.g., service organisations, Professional Services, B2B, FMCG, Not for Profit, etc.
• Enable you to characterise and conceptualise different perspectives of strategy.
• Give you practical experience of working on strategic issues in a team using a simulated international business environment.
• Provide you with the tools and knowledge to use a marketing mix and other tactical approaches to achieve strategic objectives.
• Enable you to appreciate the contribution the external environment of an organisation impacts its strategy and approaches to marketing.
• Give a strong understanding of consumer needs and wants in relation to wider society and the increasing focus on Ethics, Sustainability, and Governance.
• Enable you to evaluate an organisation’s resources and capabilities in terms of their impact on strategy and marketing.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

• 1. Diagnose an organisation’s situation by critically analysing its external, marketing, and internal environments, taking into account context in the choice of tools and frameworks used
• 2. Evaluate a range of strategic and marketing options using objective criteria to support and justify recommended decisions
• 3. Actively and critically use module concepts to manage the delivery of an organisation’s strategy and marketing approach in a simulation

ILO: Discipline-specific skills

On successfully completing the module you will be able to...

• 4. Use marketing and management data to make informed strategic and marketing recommendations
• 5. Explain the relationship between changes in society and the strategic and marketing approaches taken by organisations in terms of dynamism, disorder, and complexity.

ILO: Personal and key skills

On successfully completing the module you will be able to...

• 6. Demonstrate team working skills
• 7. Reflect on their own and their team’s performance
• 8. Demonstrate the ability to use different forms of Generative AI and critically reflect on the results produced
• 9. Demonstrate written communications skills

Syllabus plan

Indicative content includes:

• Diagnosis – how analysing and evaluating the external and internal environments supports crafting an organisation’s strategy and marketing plans
• Direction – managing stakeholders and developing the organisation’s mission, vision, values and objectives. Linking corporate aims and objectives to operational and marketing targets and metrics
• Decisions – developing strategic and marketing options around where and how to compete and who to work with. Evaluating options and making justified choices.
• Developing – strong value propositions through understanding how and why people buy and creating a distinctive marketing mix
• Delivery – configuring the organisation to enable effective execution of strategy
• Dynamism and Disorder – responding to changes in the environment and leading change in strategy and marketing contexts

Learning activities and teaching methods (given in hours of study time)

Details of learning activities and teaching methods

Formative assessment

Summative assessment (% of credit)

Details of summative assessment

Details of re-assessment (where required by referral or deferral)

Re-assessment notes

Due to the group work nature of part of the simulation assessment it will be impossible to recreate this for an individual student so the re-assessment will be a presentation reflecting their learning from the module equivalent to 30% of the marks.

Deferral – if you have been deferred for any assessment you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of deferral will not be capped and will be treated as it would be if it were your first attempt at the assessment.

Referral – if you have failed the module overall (i.e. a final overall module mark of less than 50%) you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of referral will be capped at 50%

Indicative learning resources - Basic reading

• Thompson, A. Strickland, L., Janes, A., Sutton, C. Gamble, J., and Peteraf, M., (2017) Crafting and Executing Strategy: The quest for Competitive Advantage, 2nd International edition, McGraw-Hill, Maidenhead.

• Sharp, B. (2017). Marketing – Theory, Evidence, Practice. Oxford University Press, South Melbourne

Indicative learning resources - Web based and electronic resources

• A range of materials will be posted to the ELE page for the module – links to websites/news stories and other sources of interest to managers studying strategy and marketing.

• The module will make use of a web-based global strategy simulation in order to give students experience of making strategic and marketing decisions for a global enterprise.

Indicative learning resources - Other resources

• A range of articles from Strategic Management Journal, McKinsey Quarterly, Harvard Business Review, Long Range Planning, Journal of Strategic Marketing, California Management Review, International Journal of Market Research, and other relevant journals will be set as reading to help deepen your knowledge of various topics – links will be posted to ELE to access these via the e-library system.

Key words search

Strategy, Strategic Management, Competitive Advantage, Marketing, Marketing Management, Marketing Strategy