University of Surrey - Guildford

Registry > Module Catalogue
View Module List by A.O.U. and Level  Alphabetical Module Code List  Alphabetical Module Title List  Alphabetical Old Short Name List  View Menu 
2010/1 Module Catalogue
 Module Code: MAN3044 Module Title: MARKETING STRATEGY
Module Provider: School of Management Short Name: MAN3044
Level: HE3 Module Co-ordinator: BEG S Ms (SoM)
Number of credits: 20 Number of ECTS credits: 10
Module Availability


Assessment Pattern

Unit(s) of Assessment 

Weighting Towards Module Mark( %)

Coursework (Group Assignment/Report, 3,000 words) (week 6) 


Examination (2 hours, closed book, with Case Study given in advance: 2 questions from a choice of 5) 


Qualifying Condition(s)  




Module Overview

This module builds on the levels 1 and 2 Marketing modules.
Conventional marketing wisdom holds that a market orientation provides a company with a better understanding of its customers, competitors, and environment, which subsequently leads to superior firm performance. This module considers, discusses and evaluates the market orientation concepts and processes necessary for gaining sustainable competitive advantage in the marketplace. Emphasis is placed upon market definition and competitor analysis, strategy formulation, targeting positioning, segmentation, competitor analysis.  Strategic decision-making will involve, analysis of product development and innovation, alliances, relationships and partnerships, and  developing the future orientation. 


Completion of Level 2 Modules

Module Aims

This course should be viewed as the logical advanced marketing course beyond core Marketing Management modules.  It provides students with solid experience in how firms use market-driven approaches to strategy to enhance the present and future success of the business. The module aims can be summarised as follows:  


  • To introduce and exemplify the concept of market-driven strategy development.  
  • To discuss key success factors and major trends in today’s business environment, with a focus on how these elements impact future market planning and strategy execution.  
  • To enable students to learn how to decide which market and competitive factors are most likely to affect a business, how to evaluate the level of impact of the factors on the business, and what impact the competitive landscape is likely to have on the business’ future.  
  • develop the ability to apply marketing knowledge and skill in a management capacity, through the analysis of case studies  
  • To enable students to develop sound theoretical and practical understanding of marketing planning and control, by examining contemporary issues, current developments, innovation and forecasting techniques. 
Learning Outcomes

On successful completion of this module the students will be able to: 


  • Critically evaluate the role of marketing within the context of the organisation’s overall business. (K)  
  • Confidently identify and define complex problems and apply appropriate knowledge and skill to their solution. (C)  
  • Identify and analyse marketing problems and plan appropriate courses of action (P)  
  • Understand the use of a Strategic Marketing Plan  
  • Work effectively within a team, recognise, support or be proactive in leadership negotiate in a professional context and manage conflict. (T) 
Module Content

Market-driven strategy and the context of corporate, business and marketing strategy. 
Markets, competition, international strategy, strategic market segmentation. 
Strategic customer relationship management and capabilities for continuous learning about markets 
Defensive and Offensive marketing strategies 
Market targeting and strategic positioning 
Strategic relationships, alliances, and partnerships 
Innovation and new product strategy 
Designing strategies for pricing, brand management, advertising and sales promotion.
Marketing strategy implementation and control 

Methods of Teaching/Learning

The teaching and learning strategy is designed to build upon the material covered in earlier marketing modules dealing with contemporary issues and providing a synthesis of key strategic marketing concepts. 
The teaching and learning methods include but will not be limited to lectures,  online resources, case studies, scenarios, simulations, problem solving exercises, student-centred active learning, to convey the practicalities of strategic marketing. 
Teaching, learning and assessment on the module is focused on case study analysis.   The use of case studies is central to the module and the teaching and learning methods as well as the assessment methods were chosen with this intention. 
Assessment Strategy 
Assessment – group assignment (50%); closed book examination (2 hours) based on a case study provided in advance of the examination. 
The assessments are designed to demonstrate;
·        the ability to define complex marketing problems and make suitable recommendations 
·        advanced knowledge and application of marketing theories and concepts 

Selected Texts/Journals

Essential Reading 
Drummond, G., Ensor, J., and Ashford, R. (2001) Strategic Marketing, Planning and Control, The Chartered Institute of Marketing , (CIM), Oxford , Butterworth-Heinemann.
Recommended Reading 
Cravens, D. and Piercy, N. (2008), Strategic Marketing (9th Ed), London McGraw Hill. 
Hooley, G. J., Sanders, J. A. and Piercy, N. F. (2004) Marketing Strategy and Competitive Positioning. Harlow , Financial Times Prentice Hall.
Doyle, P. and Stern, P (2006) Marketing Management and Strategy. 4th Ed  Pearson
Jobber, D. (2006), Principles and Practice of Marketing(5th Ed), London , McGraw Hill. 
Moutinho, L., and Southern, G. (2010) Strategic Marketing Management : A Process Based Approach, 1e   Andover , South Western/ Cengage Learning EMEA. 

Last Updated