Course Information Undergraduate prospectus

Strategic Decision Making for Marketers

Course summary

Course code: MARK1147
Level: 6
Credits: 15
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Mazia Yassim



This course seeks to situate market and marketing strategy in a broad strategic context. It will provide students with an understanding of the principles of business strategy and sensitise them to strategic and general management issues as they relate to marketing.
The course will help students to develop a creative & systematic approach to business decision-making; it will enable them to differentiate between a market orientation and the marketing function; and it will provide a basis for continuing self- & professional development by encouraging analytical, critical and communication skills.

Learning outcomes

On successful completion of this course a student will be able to:

1. Understand the principal theoretical underpinnings of business strategy; principal analytical tools of strategic analysis; the relationship between an organisation's goals, capabilities and its business environment; and inter-relationship of the different functional and skill areas of management.
2. Analyse business situations from contrasting theoretical perspectives.
3. Integrate corporate strategy with market planning and execution.
4. Make informed decisions on the basis of conflicting or uncertain information.
5. Select appropriate analytical tools to assist complex problem solving.
6. Integrate learning from this course and the programme as a whole.
7. Apply learning to concrete business problems. Generate creative and innovative strategies.
8. Generate creative and innovative strategies.

Indicative content

• Different roles of strategies
• Setting the direction
• Functional interaction
• Developing the strategic portfolio
• Strategic decision at global level
• Inorganic Growth
• Objectives and control

Teaching and learning activity

The course combines lectures with group tutorials. The tutorials allow practical application (singly and in small groups) of the knowledge, gained through the lectures and reading, to specific business problems, showing how theory and practice align. The tutorials also give specific coaching on aspects required for the coursework and include scheduled time for one-on-one discussion of aspects arising from assignments etc.


15 minute Group Presentation - 40%.
Industry, competitor and consumer analysis of a given case study (secondary & primary research). L.O. 1,2,4,5,6.

Individual Report - 60%.
Based on the same case study as assignment one, students are required to developing a 5 year strategy for a business & commenting on business models used for the strategy). 3000 words. L.O. 3,6,7,8.

Minimum pass mark - 40%
Students are not required to pass all components in order to pass the course.