MA34 Strategic Marketing

Module Name
Strategic Marketing
Module Code
Phase 2 related modules (MA) or equivalent
Over the past decade the marketing environment has a changed in a series of dramatic and far-reaching ways. Consumers have become far more demanding, far more discriminating and much less brand loyal, while competition has become far less predictable. At the same technological developments have increased considerably. Rather than responding by means of short-term actions and tactics, marketing planning can be managed effectively and strategically. The module focuses on this.
  • Describe the concept of marketing strategy and its role in competitive success.

  • Develop decision-making skills and other necessary tools that will be useful in solving marketing problems.
  • Apply the knowledge and skills learned in case analysis, focusing on the role of marketing in the development of business and organizational strategies.
  • To distinguish the different levels of strategy - namely, corporate, business, and functional.
  • Develop and analyse a strategic marketing problem and link it to the strategy process within an organisation.
  • Interpret market data, provide a situational analysis and make recommendations for strategic developments
  1. Introduction
  2. Strategic Marketing Planning and the Marketing Plan
  3. Marketing Auditing and the Analysis of Capability
  4. Segmental, Productivity and Ratio Analysis
  5. Market and Environmental Analysis
  6. Approaches to Customer Analysis
  7. Approaches to Competitor Analysis
  8. Missions and Objectives
  9. Market Segmentation, Targeting and Positioning
  10. The Formulation of Strategy 1: Analysing the Product Portfolio
  11. The Formulation of Strategy 2: Generic Strategies and the Significance of Competitive Advantage
  12. The Formulation of Strategy 3: Strategies for Leaders, Followers, Challengers and Nichers
Instruction / Study Load

24  Lesson hours

8  Preparation Lesson hours

20 Assignments / Homework hours

20 Exam and exam preparation hours

3 Seminar Lecture Hours

65 Literature ( Depending on the length and difficulty of the book ) hours

The course uses 455 pages from the book(s) and journal articles where

  • 455 pages easy reading and understanding material – 65 hours


  • Difficult reading and understanding material – 3 pages per hour
  • Average reading and understanding material – 5 pages per hour
  • Easy reading and understanding  material – 7 pages per hour

Total 140 Hours

IBA Final Qualification Mapping
Mapped with numbers: 1, 4, 6, 8 and 18 See the EEG for further reference.
Teaching Language
Teaching Methods
  • Classroom lecturing
  • Case study discussions
  • Feedback and presentation sessions
  • Interviews and debates
  • Video and film (optional)
  • Discussion sessions
  • Research Papers
  • Coaching and tutoring
Module / Lecture and seminar status
Testing and assessment
Written Examination (1) Assignment / Report / Essay (1) See the EEG for further reference.
European Credits
Required literature
  • C. Gilligan and R.M.S. Wilson, Strategic Marketing Planning, Second Edition, Butterworth-Heinemann, 2009. ISBN: 978-1-85617-0