This class aims to provide creative approaches to the subject area of strategic marketing management, and thereby equip students with the knowledge and skills necessary to devise and implement marketing programmes across national frontiers and globally.

6 x 3 hour lectures and 3 x 2 hour tutorials

The course will be assessed through an individual case study of 2,500 words (80%) and a group case study (20%).

This course aims to equip students with the skills and competences required to create and execute marketing strategies. Focusing on the application of strategic marketing tools and theories, the aim is to encourage strategic thinking in assessing market opportunities and formulating marketing mix. The course provides creative approaches to the subject area of strategic marketing management, and aims to equip students with the knowledge and skills necessary to devise and implement marketing programmes across national frontiers and globally. Strategic marketing represents a key area of international management, given global market liberalisation and the importance of satisfying international customers better than the competition.

On completion of the course, students will be able to: 

■ Contrast and compare the characteristics, challenges and opportunities of strategic marketing in domestic and global contexts;

■ Use appropriate tools for identifying marketing opportunities and assessing markets with respect to the general market characteristics, market potential, competitor and customer analysis;

■ Undertake research in marketing through identification, evaluation and synthesis of the wide range of data and information on countries, markets, industries and firms;

■ Solve selected strategic marketing problems systematically and creatively, making judgements in the absence of complete data

■ Identify the stages in the development of marketing strategies and design selected aspects of marketing programmes focusing on pricing, distribution, communication and product development;

The minimum requirement for the award of credits is the submission of at least 75% by weight of the course's summative assessment (including any examinations). Further requirements may include monitored attendance at classes and examinations. All such requirements shall be specified by the Subject concerned, and given to students in writing at the beginning of the course. Normally no grade or credits shall be awarded to a candidate who has not met these requirements.