Course Information Undergraduate prospectus

Business and Marketing Strategy

Course summary

Course code: MARK1232
Level: 6
Credits: 15
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Zachary Thompson


Pre and co requisites



This course critically explores how to take a strategic approach to planning within the marketing and wider business context. It highlights the significance of situational analysis and introduces tools and models for effective decision making that consider the external and internal business environment. It recognises the significance of all of the phases within the marketing planning process including audit, strategic decision making, implementation, and measurement.

Learning outcomes

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

1. Critically analyse an organisation’s external and internal environment
2. Critically evaluate the suitability of an array of strategic business and marketing tools and apply them where appropriate
3. Develop a strategic marketing plan to realise organisational objectives
4. Evaluate and amend the marketing plan for continuous improvement

Indicative content

Market, customer, and competitor orientation; achieving competitive advantage; marketing planning process; macro, meso, and micro analysis; blue ocean vs red ocean thinking; resource-based view; generic strategies; Strategic capabilities, assets, and core competencies; critical success factors; VRIN; value chain; SWOT and TOWS; culture; brand equity; mission, vision, objectives; Ansoff’s matrix; segmentation, targeting, positioning; evaluation matrices; plan structure and content; change management;

Teaching and learning activity

1 hour lecture and 1 hour seminar per week or equivalent through block teaching (textual and video material; group work, as appropriate).


Report - 100% weighting, 40% pass mark. Outline Details - A strategic marketing plan, 3000 words.