Strategic Marketing

This module complements the Marketing core module and further develops your experience of the strategic and operational problems confronting managers within the marketing function. Develop your skills in analysing a specific market opportunity within a defined market and explore alternative responses to a particular set of market circumstances prevailing at a particular point in time. Really, this is marketing focused on dynamic change and how marketers can best respond, but within a defined framework.

You will look at managing in markets in the longer term from a wider perspective. There may be long term growth or decline but often the changes are small and slow. Markets can undergo significant changes in the long run with major redefinition and restructuring based upon customers (channels), consumers and competitors – but again these changes tend to be a slow evolutionary rather than rapid revolutionary. You will consider the longer term issues in the evolution of markets and competition and the ways in which organisations both sustain their own position(s) and erode those of their competitors.

By the end the module you will have:

further developed your decision-making skills with a focus on appropriate analysis, implementation and managerial implications
critically evaluated strategic marketing analysis methods with respect to their validity and relevance in changing and static marketplaces
explored the impact of marketing decisions upon the long-term evolution of market structures particularly in terms of customers, competitors, channels and the corporation itself.

There are other elective modules available in this field.