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Strategic marketing

  • Class 30
  • Practice 30
  • Independent work 120
Total 180

Course title

Strategic marketing

Lecture type


Course code






Lecturers and associates

Course overview

This module builds upon the theory, primary concepts, frameworks and tools studied in the marketing modules at the undergraduate level and forms the vital core of the Graduate Professional Programme in Digital Marketing.
The objectives of this module are to enable students to:
• critically evaluate the role of marketing in economy and contemporary society,
• assess and apply different methods of strategic marketing analysis, and
• recommend the appropriate competitive strategy and marketing mix in a given business situation.
This module summarizes key marketing concepts and provides students with essential skills and techniques needed for marketing management. Students will examine the key elements of developing a strategic marketing plan. They will learn how to analyse the impact of external and internal factors on organization, define the optimal marketing strategy and apply the concept of market segmentation, targeting and positioning. They will explore in depth the marketing mix elements, their interconnectedness, and the role of marketing department within an organization. Through a series of lectures and tutorials, a number of the practical examples and case studies will be analysed.
It is important for students to take this module in order to adopt an integrated marketing approach. Skills acquired through this module will contribute significantly to students’ development as marketing professionals.


Essential reading:
1. Kotler, P. and Keller, K.L. (2016) Marketing Management. 15th edn. Harlow: Pearson education.
2. Kotler, P. and Armstrong, G. (2018) Principles of Marketing. 17th edn. Harlow: Pearson Education.
3. Hooley, G., Nicoulaud, B., Rudd, J.M. and Lee, N. (2020) Marketing Strategy and Competitive Positioning. 7th edn. Harlow: Pearson Education.

Recommended reading:
1. Hill, M.E. (2013) Marketing Strategy: The Thinking Involved. [n.k.], Thousand Oaks CA: SAGE Publications.
2. Kim, W. and Mauborgne, R. (2005) Blue ocean strategy. 1st edn. Boston, Mass: Harvard Business Review Press.

Further reading:
1. Adobe (2021) CMO by Adobe [Online]. Available at: (Accessed: 3 May, 2021)
2. Journal of Marketing, American Marketing Association
3. Journal of Strategic Marketing, Taylor and Francis Online
4. Journal of Marketing Research, American Marketing Association
5. Marketing Science, INFORMS Institute for Operations Research and the Management Sciences
6. Journal of Marketing Communications, Taylor and Francis Online

Preuzmi vodič za studente

Minimal learning outcomes

  • Present the key categories of contemporary marketing and combine the elements of a marketing plan into a cohesive framework.
  • Critically evaluate different approaches, methods and techniques of strategic marketing analysis.
  • Compare and contrast generic business strategies and argue the importance of market segmentation, targeting and positioning process.
  • Compare different growth strategies and interrelate concepts of product management, pricing and distribution.
  • Recommend appropriate marketing communication decisions in line with other elements of the marketing mix.

Preferred learning outcomes

  • Assess the role of marketing in the contemporary society and evaluate dimensions of social responsibility.
  • Recommend appropriate methods and techniques of marketing analysis based on in-depth examination of organization’s internal and external factors.
  • Evaluate different strategic options, recommend the appropriate competitive strategy and integrate the elements of market segmentation, targeting and positioning.
  • Recommend optimal product, pricing and distribution decisions in a given business situation.
  • Evaluate the role of branding and integrated marketing communications in delivering exceptional customer value and propose the structure of marketing department in a given organizational environment.
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