Strategic Marketing

Program Overview

This online marketing course equips students with a comprehensive understanding of contemporary marketing principles, models, and frameworks. It emphasizes the strategic role of marketing in business planning and explores innovative approaches to marketing in a dynamic marketplace. The program's rigorous assessment through coursework and virtual classroom sessions enables students to develop effective decision-making capabilities in the marketing planning process.

Program Outline

Degree Overview:

This online course provides an in-depth look at the contemporary marketing environment. It covers key concepts, models, and frameworks in the marketing discipline and explores marketing as a strategic business function in corporate strategic planning. It explores how organizations can take innovative and integrated approaches to marketing planning, drawing from current trends and challenges of an ever-changing marketplace. The course provides the knowledge and skills that enable effective decision-making at all stages of the marketing planning process. You will develop an understanding of the critical role that marketing plays in achieving organizational objectives. Businesses can obtain a sustainable competitive advantage through an in-depth understanding of the industry and competition.

Learning Outcomes:

Upon successful completion of the course, you will be able to:

• Critically evaluate the role of marketing in the achievement of organizational objectives
• Critically analyze the factors in the organization’s marketing environment and their impact on the marketing of a product or service
• Develop a marketing plan for a product or service

Assessment:

This course is assessed through 100% coursework with a range of methods, such as essays, research reports, presentations, group work, and practical reports which will be handed in and assessed at the end of the 10-week trimester. There will be 1/2 virtual classrooms over the 10-week trimester and if you are unable to attend you will be able to download the session to view in your own time.

Teaching:

The course is delivered through tutored online learning.

Other:

• Pace of study: For this short online course, we recommend about 20 hours of study per week to complete one 20-credit module over a 10-week trimester.
• Course content: During the course, the following topics are discussed:
• Strategic marketing as a management process and tool
• Marketing ethics dilemmas
• Audit of the external and the internal environments
• The role of stakeholders
• Marketing data
• Identifying consumer and target market(s)
• Formulating marketing goals and objectives
• Developing a marketing plan for a commercial or a social organization
• Understanding control and performance indicators
• Measuring marketing outcomes
• Who will teach you: Dr Valentina Gorchakova, Programme leader, Senior Lecturer in Business and Management, returned to academia after a number of years working in business, including running a start-up company in marketing and events, and for the UN Development Programme.
Valentina joined the University of Derby Online Learning in 2017 and became a Programme Leader of the BSc (Hons) in Business and Management in 2018.

UK/EU fee£875 (2024/25) ‡ International fee£875 (2024/25) ‡