Strategic Marketing Management

Module Title	Strategic Marketing Management
Module Code	25-6058-00L
Semester of Delivery	See Module Information Table
Mandatory/Elective/Option	See Module Information Table
Level	6
Credit Points	20
Assessment Mode Weighting	CWEX100
Pre-requisites	Marketing (Level five) or equivalent
Co-requisites	None
Class Contact Hours
Average Weekly	1.5
Directed Learning
Average Weekly	5
Module Leader	Tim Williams
	Sheffield Business School
Module Banding	A
Approval Status	Validated

Rationale

The strategic application of marketing principles is essential for the long term survival of all organisations. Strategic marketing planning both co-ordinates activities within the firm and directs and manages the relationships an organisation has with customers, suppliers and the wider environment.

For this reason it is argued that an understanding of the strategic marketing planning process is important for all students of business.

This module carries certain exemptions from the professional exams of the Chartered Institute of Marketing. Membership of this body is becoming increasingly important for those following a career in marketing.

Summary of Aims

1. To give students a detailed understanding of the strategic marketing planning process and the ability to apply these principles to a variety of organisations.
2. To demonstrate how a more thorough understanding and analysis of an organisation and its environment can lead to the development of appropriate objectives and strategies to enable a consequent improvement in operational marketing performance.

Anticipated Learning Outcomes

On completion of this module students should be able to:

1. Conduct external and internal marketing audits.
2. Apply a number of different models of strategic marketing analysis.
3. Identify, evaluate & recommend strategic marketing proposals.
4. Formulate operational marketing programmes.
5. Work within a group to analyse & address a given marketing situation

Assessment and Feedback Strategy

This module will be assessed by means of coursework and examination.

The coursework element will comprise a piece of group work based on analysis and presentation of case study material.

The group work will be spread throughout the period in which the module runs. Some verbal feedback will be given at the time of the presentation. Written feedback and marks will be given after the final group has presented.

The examination will be a single paper at the end of the module.

Module Assessment Criteria

Learning Outcome	Assessment Criterion	Level descriptors
		Fail	Pass	2.2	2.1	First
Outcome 1	Analysis of given business situations (c/w & exam)	Incomplete or inappropriate analysis. Lack of application	Some relevant analysis. Limited application	Analysis shows good level of understanding. Reasonable application	Detailed, appropriate analysis showing high level of understanding & application.	Extensive analysis showing exceptional insight. Thoroughly & appropriately applied
Outcome 2	Models, concepts & terminology used (c/w & exam)	Inadequate use of appropriate academic underpinning. Lack of application	Some use of relevant tools. Lacking in fluency or conviction	Reasonable use and application of appropriate models & concepts.	Relevant tools used and thoroughly applied.	Comprehensive & thorough application of appropriate models & concepts. Fluent use of terminology
Outcome 3	Strategic proposals and justification (c/w & exam)	Inappropriate proposals with no sound justification	Poorly considered proposals. Limited justification	Appropriate, though limited proposals. Reasonable justification	Thorough & relevant proposals supported by sound rationale	Fully evaluated proposals showing high level of insight. Fully justified
Outcome 4	Formulating suitable operational programmes (c/w & exam)	Lack of, or inappropriate, operational recommendations	Incomplete recommendations or limited linkage to prior analysis	Broad proposals with some supporting justification	Detailed operational proposals clearly stemming from strategic analysis	Comprehensive proposals, fully justified, evaluated and wholly relevant
Working within a group	Working effectively as a team on group assignment (c/w)	Lack of cohesiveness within team. Contradictory responses	Some inconsistencies shown	Reasonably moduleed response. No significant variance between members	Good understanding shown by each member	Fully consistent response. Excellent level of understanding shown by each group member
All Outcomes	Evidence of reading outside of module materials (c/w & exam)	Little or no evidence of additional reading	Some additional material introduced	Appropriate use of a reasonable level of further material	Introduction of a wide range of additional supporting material	Appropriate use of a comprehensive range of relevant additional material
All Outcomes	Structure, clarity and accuracy of written communication (exam)	Poorly structured, lacking clarity. Poor grammar	Some appropriate structure.	Reasonable structure and clarity. Few grammatical errors	Clear and logical communication. Accurately presented	Exceptional written communication skills. Professionally presented

The student will show evidence of:

1. The ability to analyse given business situations by means of a marketing audit
2. The use and application of relevant concepts and models
3. Making appropriate strategic choice supported by full justification
4. Formulating suitable operational marketing plans
5. Working effectively in a team
6. Further background reading to support assessment
7. Effective written communication

Teaching and Learning Strategy and Methods

Lectures will be used to introduce and discuss key concepts and to offer directed reading.

The applied nature of this module places particular emphasis on preparation and participation in the seminar programme which is designed to allow exploration of concepts and to practice their application.

Each seminar will build on the lecture programme through the introduction and discussion of articles, exercises, videos and case studies. These are designed to be highly interactive.

Students will be expected to prepare ahead of the seminars and to participate in the discussions.

Indicative Content

• Strategic Marketing Planning. The need for marketing planning. The planning process. Guidelines and frameworks.
• Customer Analysis. Buyer behaviour in consumer and organisational markets. Critical success factor analysis. Links with segmentation, targeting and positioning.
• Sustainable Competitive Advantage. Analysing the competitive environment. Strategies for leaders, challengers, followers and nichers. Creating competitive advantage. Issues of sustainability.
• Determining Strategic Direction. Setting marketing objectives. Concepts and models for generating and evaluating strategic options. Making strategic choice.
• Managing the Marketing Mix. Developing an appropriate mix in the light of prior analysis. Strategic decisions within the mix. Product range management and branding. Relationship between price, volume and profitability. Supply chain management and the implications of relationship marketing. Strategic marketing communication.
• Evaluation and Control. Techniques for measuring the effectiveness of marketing performance.