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Module Title
Marketing Strategy

Marketing, marketing strategy, marketing measurement, implementation.

SCQF Points15
ECTS Points7.5
CreatedAugust 2002
ApprovedAugust 2013
AmendedJune 2015
Version No.1

This Version is No Longer Current
The latest version of this module is available here
Prerequisites for Module

None in addition to course entry requirements or equivalent.

Corequisite Modules


Precluded Modules


Aims of Module

To develop in learners a critical understanding and application of the principles and practice of marketing, with the ability to evaluate, solve problems and undertake effective strategic marketing decision making.

Learning Outcomes for Module

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

1. Critically assess markets, marketing systems and processes, through the understanding and application of advanced and specialised concepts and issues associated with segmentation, targeting and positioning of markets.
2. Appraise the nature of, and critically evaluate the interaction between the elements of the marketing mix, and the need for research to determine the ideal positioning and target market for a product or service.
3. Conceive and evaluate marketing strategies, and deal with implementation issues.
4. Apply marketing concepts in the solution of complex business problems and be able to develop a strategic marketing plan.

Indicative Module Content

The marketing system in context of the other business functions, and assessing its relevance in terms of both the internal and external environments. Strategic marketing planning. Consumer and organisational buying behaviour. Segmentation, targeting and positioning. The marketing mix: product, price, place, promotion. Marketing information systems, including marketing research, market measurement and forecasting. The marketing of services and not for profit marketing. Personal selling and sales management. Planning evaluation and control.

Indicative Student Workload

Contact Hours

Full TimePart TimeDistance Learning

Directed Study

Directed Study

Private Study

Private Study

Mode of Delivery

Taught Mode (T) The module is delivered in Taught Mode by lectures, interactive group work, case study tutorials and directed self-study.
Distance Learning Mode (DL) The module is delivered in Distance Learning Mode by self directed learning from paper-based or web-based learning materials, supported by seminars and/or on-line support.

Assessment Plan

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

A Coursework comprising a report covering Learning Outcomes 1,2, 3 and 4

Indicative Bibliography

1.KOTLER, P. and ARMSTRONG, G., 2015. Principles of marketing 15th ed. Harlow: Pearson Education.
2.Baines, P. and Fill, C., 2014. Marketing 14th ed. Oxford: Oxford University Press.
3.KOTLER, P. and KELLER, K.L., 2012. Marketing management. 14th ed. Harlow: Pearson Education.
4.McDONALD, M., 2011. Marketing plans: how to prepare them, how to use them. 7th ed. Chichester: Wiley. ebook
5.PALMER, A., 2011. Principles of services marketing. 6th ed. Maidenhead: McGraw Hill.
Journal of Marketing
Journal of Marketing Research

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781