Strategic Marketing

Strategic Marketing examines how organisations create, communicate and deliver superior customer value within competitive markets. This module integrates marketing theory with strategic business objectives, addressing market analysis, segmentation and targeting, competitive positioning, brand management and customer relationship strategies. Contemporary marketing challenges, including digital transformation, sustainability and changing consumer behaviour, are central to the curriculum. Students will develop advanced capabilities in market analysis and strategic marketing planning. The module covers frameworks for evaluating market attractiveness, competitive intensity and customer behaviour. Participants learn to identify market opportunities, assess competitive threats and develop marketing strategies suited to different market contexts. Emphasis is placed on aligning marketing strategy with overall business strategy and ensuring marketing activities contribute directly to organisational objectives. Brand management receives significant attention, recognising that brands represent valuable organisational assets. Topics include brand positioning, brand equity measurement, brand architecture and brand portfolio management. Students examine how strong brands command price premiums, foster customer loyalty and provide platforms for sustainable business expansion. Contemporary brand challenges, including brand activism, purpose-driven branding and managing brands in digital environments, are explored. Digital transformation has fundamentally reshaped marketing practice. The module examines how digital technologies enable new forms of customer engagement, communication and value creation. Topics include social media marketing, content marketing, search engine optimisation, influencer marketing and marketing automation. Students develop the capability to design integrated marketing communications that leverage both digital and traditional channels effectively. Customer relationship management and marketing analytics complete the module. Participants examine how organisations build long-term customer relationships, measure customer lifetime value and utilise data analytics to inform marketing decision-making. The module emphasises evidence-based marketing and the importance of evaluating marketing effectiveness through appropriate metrics and analytical frameworks.