Module details for 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 examine the internal and external environment in which strategic marketing decisions are made.

2.  Critically assess the nature and process of marketing decision-making and illustrating the importance of strategic marketing to overall business strategy and performance.

3.  Critically evaluate the range of strategic marketing decisions and develop creative solutions for relevant marketing challenges.

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.

Teaching and Learning Work Loads

Teaching and Learning Method Hours
Lecture 14
Tutorial/Seminar 14
Practical Activity 14
Assessment 60
Independent 98
Total 200

Guidance notes

SCQF Level - The Scottish Credit and Qualifications Framework provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

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 2021/22 , and may be subject to change for future years.