Strategic Marketing


This module provides a detailed and critical examination of the nature, process, analysis, decisions and issues involved in the development and implementation of strategic marketing in the contemporary organisation.


The aim of this Module is to provide the student with : a detailed, comprehensive and critical understanding of the nature and complexity of strategic marketing, and the ability to apply relevant knowledge to the analysis and solution of problems in strategic marketing.

Learning Outcomes

By the end of this module the student should be able to:

1.  Critically evaluate the nature of strategy and strategic decisions and examine the process and contribution of strategic marketing planning to the development of business strategy.

2.  Critically examine the range and complexity of decisions involved in strategic marketing and provide creative solutions to a specified strategic marketing problem.

Indicative Content

1 Overview of Strategy and Strategic Marketing Planning

Nature of strategy and strategic decisions. Contribution of strategic marketing to business strategy development. Nature and stages of the strategic marketing planning process.

2 Analysis for Strategic Marketing

Nature, scope and contribution of analysis to strategic marketing. Nature and role of the mission statement and the marketing audit. Environmental, competitor and customer analysis. Market segmentation and target market selection. Nature and application of the SWOT and PEST analytical models.

3 Decision Making in Strategic Marketing

Influences, issues and decisions involved in developing the strategic marketing mix with reference to product, price, promotion and distribution.

4 Selection and Implementation of Strategic Marketing Plans

Criteria for, and problems involved in, selecting strategic marketing options. The impact of other functional strategies and issues in the implementation of strategic marketing plans. The nature and contribution of internal marketing to such implementation.

Statement on Teaching, Learning and Assessment

Teaching and Learning Students will be engaged in enquiry and real-world business problems, individually and in groups, for at least 60% of their contact time, and that enquiry process will increasingly drive their independent access to the information they work with.

Teaching and Learning Work Loads

Total 0
Lecture 0
Tutorial/Seminar 0
Supervised Practical Activity 0
Unsupervised Practical Activity 0
Assessment 0
Independent 0

Guidance notes

Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2019/10 , and may be subject to change for future years.