BE880-7-SP-CO:
Strategic Marketing
2024/25
Essex Business School
Colchester Campus
Spring
Postgraduate: Level 7
Current
Monday 13 January 2025
Friday 21 March 2025
10
16 May 2024
Requisites for this module
(none)
(none)
(none)
(none)
(none)
MBA N20012 The Essex MBA,
MBA N20E24 The Essex MBA,
MBA N20E36 The Essex MBA
This module explores marketing strategy's fundamental principles, theories, and practical applications. It is designed to encourage students' critical reflection on the various issues related to the discipline and how they impact modern business practices. It will equip students with the necessary knowledge to identify, explore, and develop marketing strategies that align with sustainable development principles.
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 sustainable 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).
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Hooley, G.J., Nicoulaud, B. and Rudd, J.M. (2020)
Marketing strategy and competitive positioning. Seventh edition. Harlow, England: Pearson. Available at:
https://ebookcentral.proquest.com/lib/universityofessex-ebooks/detail.action?docID=6000976.
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Wirtz, J., Lovelock, C. and Chew, P. (2024)
Essentials of Services Marketing. 4th edition. Harlow: Pearson Education Limited. Available at:
https://ebookcentral.proquest.com/lib/universityofessex-ebooks/detail.action?pq-origsite=primo&docID=5186470.
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Beverland, M. and Cankurtaran, P. (2024) Brand Management. Third Edition. London: Sage Publications Ltd (Digital).
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Hooley, G. et al. (2024) Marketing Strategy and Competitive Positioning. 8th edition. Harlow: Pearson Education Limited.
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The above list is indicative of the essential reading for the course.
The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students.
Further reading can be obtained from this module's
reading list.
Assessment items, weightings and deadlines
| Coursework / exam |
Description |
Deadline |
Coursework weighting |
| Coursework |
Individual Essay |
10/03/2025 |
75% |
| Practical |
Individual Presentation |
28/02/2025 |
25% |
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
Of 498 hours, 18 (3.6%) hours available to students:
480 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).
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The University will endeavour to keep such changes to a minimum, and will also keep students informed appropriately by updating our programme specifications and module directory.
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