RGU: RGU Module: Strategic Marketing Management (BSM148)

Module Title
Strategic Marketing Management

Keywords
Marketing strategy; models; marketing plans;implementation

Reference

BSM148

SCQF Level

SCQF 11

SCQF Points

ECTS Points

7.5

Created

March 2010

Approved

May 2010

Amended

Revision No.

This Revision is No Longer Current

Prerequisites for Module

None.

Corequisite Modules

None.

Precluded Modules

None.

Aims of Module

To provide students with a detailed knowledge of marketing strategy and planning in order to assess, develop and implement appropriate marketing strategies in a variety of different marketing scenarios.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1.	Analyse and critically appraise marketing concepts and propositions regarding the marketing environment and complex marketing decisions, within the resource constraints of an organisation, using a number of strategic models.
2.	Organise, integrate and combine information and concepts into effective marketing strategies and plans.
3.	Evaluate critically arguments or propositions and make judgments which can steer the development of marketing plans and decision-making.
4.	Evaluate different strategic models,select, implement and control these in relation to an analysis of competition and industry to gain a sustainable competitive advantage.

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

Indicative Student Workload

Contact Hours	Full Time	Distance Learning
Lectures	24	0
Tutorials	12	0
Directed Study
	68	100
Private Study
	46	50

Mode of Delivery

The module is delivered by means of lectures supplemented with tutorials and student centred learning, which takes the form of directed reading and independent research to support the tutorial work. Use will be made of case study materials throughout.

Assessment Plan

	Learning Outcomes Assessed
Component 1	1,2,3,4

The module will be assessed by means of one piece of coursework, which will take the form of a written marketing plan.

Indicative Bibliography

1.	BRENNAN,R. et al., 2007. Contemporary strategic marketing. 2nd ed. Houndmills:Palgrave Macmillan.
2.	HOOLEY,G., PIERCY, N., and NICOULAUD, B., 2011. Marketing strategy and competitive positioning. 5th ed. New York: Pearson Education.
3.	MOUTINHO, L. and SOUTHERN, G., 2010. Strategic marketing management. London: Cengage Learning EMEA.
4.	Journal of Marketing
5.	Marketing Management