BE880-7-SU-CO:
Strategic Marketing
2024/25
Essex Business School
Colchester Campus
Summer
Postgraduate: Level 7
Current
Tuesday 22 April 2025
Friday 27 June 2025
10
29 April 2024
Requisites for this module
(none)
(none)
(none)
(none)
(none)
MBA N200JS The Essex MBA,
MBA N20EJD The Essex MBA,
MBA N20EJS The Essex MBA
This module focuses on theoretical concepts and issues of marketing and of marketing strategy and their application for practice by businesses.
The aims of this module are:
- To introduce students to marketing principles underpinning marketing strategy discipline.
- To equip students with a comprehensive understanding of marketing strategy theories and strategic marketing planning.
- To raise students' critical awareness of the role of marketing strategy in strategic management.
- To enable students to develop marketing strategies that contribute to sustainable development principles.
- To develop students’ appreciation of the impact of marketing strategy on business and entrepreneurial activities.
By the end of this module, students will be expected to be able to:
- Understand marketing strategy's fundamental principles, theories, and practices.
- Evaluate marketing strategy formulations, market selection, and market entry methods.
- Differentiate the strategic marketing approaches for large and medium-sized enterprises (SMEs).
- Employ a variety of strategic analytical frameworks to support the formulation of marketing strategies.
- Implement techniques, models, and frameworks for strategic marketing plans for different organisations.
Skills for Your Professional Life (Transferable Skills)
By the end of this module, students will be expected to develop the following transferable skills:
- Interpersonal skills, including self-management and teamwork.
- Written communication skills.
- IT skills.
- Experience in the work environment.
- Commercial/business awareness.
- Numeracy skills.
- Presentation skills.
Students should choose this module via eNROL. The department will then contact students to advise of the application process. Enrolments are not confirmed until your application has been approved by the Module Supervisor. This is expected to take 1-2 weeks from the point of application.
Syllabus information
- Introduction to strategic marketing
- Marketing analysis and planning for sustainability
- Sustainable marketing strategies
- Brand management and sustainability
- Products and services sustainable by design
- Pricing and distribution sustainable practices
- Sustainability in communications and relational marketing
This module will be delivered via:
- Four days of workshops in the spring term.
Delivery methods include lectures, case studies and seminars with active student participation through group work. Full details on the module’s taught content and resources are available at Moodle.
Students are expected to prepare and deliver one 20-minute group presentation at the end of the module as well as write an individual report (up to 2,500 words).
This module does not appear to have a published bibliography for this year.
Assessment items, weightings and deadlines
| Coursework / exam |
Description |
Deadline |
Coursework weighting |
Exam format definitions
- Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
- In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
- In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
- In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary,
for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.
Your department will provide further guidance before your exams.
Overall assessment
Reassessment
Module supervisor and teaching staff
Dr Christina Ferreira, email: christina.ferreira@essex.ac.uk.
Dr Christina Ferreira & Dr Abhisek Kuanr
ebsmba@essex.ac.uk
No
No
No
Dr Jose Eduardo Ibarra-Olivo
Henley Business School
Lecturer in International Business and Strategy
Available via Moodle
No lecture recording information available for this module.
* Please note: due to differing publication schedules, items marked with an asterisk (*) base their information upon the previous academic year.
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