Strategic Marketing

The course is designed to enable you to develop an appreciation of the role of marketing and the management of marketing functions in the modern organisation. The course will focus on what being "market oriented" means, in practice, to organisations operating in both the commercial and public sectors.

The course helps you to understand the challenges of marketing management in manufacturing and service industries: analysing marketing environments; evaluating strategic alternatives and designing and implementing marketing programmes involving decisions about products/services, pricing, distribution and promotion.

Learning outcomes

On successful completion of the course, you will be able to:

• Critique key theories, concepts and models in marketing and its role in the achievement of organisational objectives
• Critically evaluate organisational current markets and/or sectors within which it operates
• Develop, implement and evaluate a marketing plan that contributes towards achieving strategic organisational objectives

Course content

Marketing as a strategic business function and its interface with corporate strategic planning. Strategic models, including SWOT, PESTLE, BCG, GE, DPM and their role in choice of strategy. Competition, industry analysis. Sustainable competitive advantage. These tools are key in understand the organisations current markets and/or sectors within which it operates.

Strategic marketing planning and tactical marketing decisions; key challenges facing marketers, including CSR, global decision-making, government involvement and changing legislation.

The course will include:

• Strategic marketing as a management process and tool
• Marketing ethics dilemmas
• Audit of the external and the internal environments
• The role of stakeholders
• Marketing data
• Identifying consumer and target market(s)
• Formulating marketing goals and objectives
• Developing a marketing plan for a commercial or a social organisation
• Understanding control and performance indicators
• Measuring marketing outcomes

Offset course credits towards another qualification

Once you’ve completed this course you may be able to offset the 20 credits towards our online BSc (Hons) Business and Management. This would reduce the number of modules you would need to study and the total cost of the course.

^‡2022/23 for new entrants

Starting between September 2022 and August 2023.

UK/EU fee: £875

International fee: £875

2023/24 for new entrants

Starting between September 2023 and August 2024.

UK/EU fee: £875

International fee: £875

About your fees

Prices are correct for the year of entry shown. These are subject to annual increase in subsequent academic years.

You will need to have a HND, foundation degree or equivalent qualification in a business-related field or 240 credits from a business-related qualification. Other professional business qualifications that equate to a HND level may be considered eg BTEC level 5, CMI level 5, Edexcel level 5, CIMA (Chartered Institute of Management Accountants).

English language qualifications

If English is not your first language you will need an English language qualification. For this course you will need at least one of the following:

• IELTS (International English Language Testing System) 6.0*
• TOEFL 550 (paper based) 213 (computer based) or 80 (internet based)
• Pearson Test of Academic English: 51
• Cambridge Advanced Certificate: Pass
• London Tests of English: we accept level 4 for undergraduate courses
• International GCE O-level English Language: Grade C
• International GCSE English/English as a Second Language: Grade C*

*If you have a minimum of IELTS level 4.5, you can study our Certificate of Credit in English for Academic Purposes, which we will accept as evidence that you are able to perform at a suitable level of IELTS 6.0. We will also accept the Certificate of Credit as evidence that you can perform at GCSE level.

Find out more about our English language requirements

Documents to support your application

In order for your application to be assessed, you will need to provide the following documents when you apply:

• Official photo identification such as a passport or driving licence
• Current CV
• Copies of certificates and transcripts or a letter of testimony for previous qualifications*

*Documents not in English or Welsh must be accompanied by a certified translation by a professional translator/translation company. Each translation must contain:

• Confirmation from the translator that it is an accurate translation of the original document
• The date of the translation
• The full name and signature of the translator, or an authorised official of the company
• The translator’s contact details

A list of approved translators can be found on the UK Government website.

Please note: failure to submit any documentation when requested, may result in your application being withdrawn.

Students should apply directly to the University.

Apply now

For support with completing your application, view our guide to the application process.

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