Module Handbook

Strategic Marketing Management

(7BM026)

Module Leader:

Dr. P. Ravindran Pathmanathan

July 2011

Table of Contents

INTRODUCTION .............................................................................................................. 3 MODULE SPECIFICATION ............................................................................................. 4 Module Description ........................................................................................................ 4 Learning Outcomes ......................................................................................................... 4 Indicative Content / Areas of Study ................................................................................ 5 Teaching and Learning Strategy ..................................................................................... 5 Assessment:..................................................................................................................... 7 Resources ........................................................................................................................ 7 Regulations ..................................................................................................................... 7 MODULE PLAN ................................................................................................................ 8 COURSE WORK................................................................................................................ 9 Assignment ..................................................................................................................... 9 Quality Indicators.......................................................................................................... 11 INSTRUCTIONS .............................................................................................................. 13

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INTRODUCTION
Welcome to the module Strategic Marketing Management

This module will introduce you to basic marketing concepts. In this increasingly globalised business world, where there has been a steep increase in competition, and where technology development has accelerated, marketing ensures that customer needs and wants are met adequately.

Your centre facilitators will be providing 18 hours of face to face lectures and tutorials at the centre that will be further supported with another 18 hours online learning facilitated by the Module Leader. You will benefit from additional on-line learning resources including web based course materials and on-line discussion forums. Additional discussion topics relating to Strategic Marketing Management will be initiated by the Module Leader which will be uploaded on the WEC Online Portal. You are expected to participate and engage in the discussions wherein your view and opinions will be shared within the cohort of students on the module. You will also have the opportunity to discuss the assignment question with the module leader to clarify doubts.

I do hope you enjoy this module and find it worthwhile for your academic and professional development.

ALL THE BEST

Dr. P. Ravindran Pathmanathan

Module Leader

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MODULE SPECIFICATION
Module Title: No. of Credits: Credit Level: Mandatory Pre-requisite Pre-requisite: Co-requisite: Module Description None None None To provide participants with firm grounds in the frameworks and concepts of strategic marketing. To provide participants with the skills required to carry out a full situation analysis and use the findings to develop objectives, formulate strategy and develop appropriate marketing plans. STRATEGIC MARKETING MANAGEMENT 15 M

Learning Outcomes On completion of this module the students will be able to: 1. Conduct a situation analysis so that it is possible to develop a concise understanding of the marketing environment. 2. Use situation analysis findings to formulate a marketing strategy that will fit the company and its environment. 3. Devise a marketing plan that provides for the implementation and control of chosen strategies.

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Indicative Content / Areas of Study 1. Introduction to Strategic Marketing 2. The Environment Influence and its Management 3. Marketing Strategies 4. Product Planning & Screening 5. Promotion Strategy 6. Advertising Strategies 7. Global Marketing 8. Pricing Policies & Strategies 9. Corporate Planning & Marketing Analysis 10. Implementation, Evaluation & Control

Teaching and Learning Strategy 1. 18 hours face to face lectures - tutorial by qualified facilitators will be provided for the module that will be further supported with another 18 hours online learning facilitated by the Module Leader. 2. Students will benefit from additional on-line learning resources including web based course materials and on-line discussion forums. 3. The Online Portal will be manned by the Module Leader and used by all Centre Facilitators and students. 4. Additional discussion topics relating to Strategic Marketing Management will be initiated by the Module Leader which will be uploaded on the WEC Online Portal. Students are expected to participate and engage in the discussions wherein their view and opinions will be shared within the cohort of students on the module. 5. Students will also have the opportunity to discuss the assignment question with the module leader to clarify doubts. 6. Video conference for the students and Centre Facilitators can also be arranged on requirement bases to give opportunity to listen to the Module Leader directly. 7. Students can also form the on-line study groups by creating their own Discussion Rooms. Page 5 of 13

8. Student centred learning will be strongly encouraged and developed. Cooperative Learning and Problem-Based Learning will be infused into the teaching-learningassessment strategies. 9. It should be noted that the focus will be on facilitating learning rather than teaching and, in this respect, the strategy is designed to facilitate the deep learning attributed to a more active participation of the learning process by students through the Online Learning Portal specially designed for this purpose.

Lectures - Tutorials: Online Learning: Directed Learning: Total:

18 hours 18 hours 114 hours 150 hours

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Assessment:

Assessment Weighting:

Course Work:

100 % weighting:

The Learning Outcomes of the module will be assessed through an Assignment Question (100% weighting) provided at the beginning of the module term and the students are required to submit at the end of the module term. An individual piece of work of 3,500 words that requires students to identify and assess current marketing issues using the appropriate tools. Identify a marketing strategy that will fit the company and its environment and develop a marketing plan that provides for the implementation and control of chosen strategies. Resources 1. Course Materials provided by WEC. 2. KOTLER, P. & KELLY, K. (2008) Marketing Management. 5th Ed. FT Prentice Hall. 3. KERIN, R. & PETERSON, R. (2008) Strategic Marketing Problems-Cases and Comments. 11th ed. FT Prentice Hall. 4. DOYLE, P. (2007) Marketing Management & Strategy. 6th ed. FT Prentice Hall. 5. KOTLER, P. & ARMSTRONG, G. (2007). Principles of Marketing. 12th ed. FT Prentice Hall 6. Online resources on OCTAL Portal 7. Online data bases from University of Derbys E Library

Regulations: Conforms to the relevant PG regulatory framework at the University of Derby

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MODULE PLAN
Time Period 1. Introduction Session 1 Management 2. The Environmental Influence and its Management. Session 2 1. Marketing Strategies 1. Use case of studies the to aid Content to Remarks Strategic Chapters 1 & 2 of WEC Study Material

learning

strategic

process in marketing, and the application of marketing mix. 2. Chapter 3 of WEC Study Material Session 3 1. Product Planning & Screening 2. Promotion Strategy Session 4 1. Promotion Strategy (Continued) 2. Advertising Strategies Session 5 1. Global Marketing 2. Pricing Policies & Strategies Week 6 1. Corporate Planning & Marketing Analysis 2. Implementation, Evaluation & Control
Notes 1. 2. 3. 4.

Chapters 4 & 5 of WEC Study Material Chapter 5 (continued) & 6 of WEC Study Material. Chapters 7 & 8 of WEC Study Material. Chapters 9 & 10 of WEC Study Material.

Module will be covered in 6 sessions of face to face lectures by the centre facilitator. Each face to face lecture session will be of 3 hours duration. Centres to ensure completion of face to face lecture sessions latest by week 10 of the cohort. Additional facilitation can be arranged locally by the centre(s) on need to have basis.

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COURSE WORK
Assignment Due Date: September 25, 2011
By 12.00 midnight (Singapore & Malaysia time)

You are a Marketing Director of a multinational company. In order to achieve a 100% business growth compared to previous years, the management has requested you to devise an implementable strategic marketing plan to enable the company to address the competitive market place under various constrains, needs and environment as well as its day to day operations.

You are required to highlight the following in your plan:

a. The constantly changing process of the business environment in which the company operates and the marketing mix in order to succeed and reflect changes in such environment. b. Devise ways to strengthen the competitive position of the company and discuss ways to satisfy customers and achieve performance targets according to its resources and abilities. c. Formulate segmentation, targeting and positioning (STP) strategies of the company. d. Decision-making about production and operations, finance, human resource management and other business issues in a complex situation.

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Important Notes:

1. The OCTAL Portal Discussion Forum participation is critical for this paper. All students are advised to actively participate in the OCTAL Discussion Forum to have a direct discussion with the Module Leader on the assignment question. 2. Proper referencing is essential. Your grades will be adversely affected if there is no / poor referencing. You are strongly advised to carefully read the University of Derby Referencing Guide available at http://www.derby.ac.uk/library/study-skills/citingand-referencing and ensure proper in text referencing following the Harvard Referencing Style. List of references in an alphabetical order must be presented at the end of your assignment. 3. You are not allowed to use the general internet references e.g. www.google.com, www.yahoo.com and Wikipedia etc. All references should be from the credible sources e.g. books, newspapers, articles, journals, magazines etc. 4. Assignments are checked with the help of available anti plagiarism software. You are advised to carefully read the University of Derby Plagiarism Policy available at http://www.googlesyndicatedsearch.com/u/derbyuni?q=plagiarism&sa=Go&domains =derby.ac.uk&sitesearch=derby.ac.uk 5. Please go through the 2010 / 11 UoD Rights, Responsibilities and Regulations (3Rs) available at http://www.derby.ac.uk/files/full_version_of_3rs.pdf for the assessment regulation and other matters. Please do not forget to write your name (as per IC / Passport), UoD Index Number (Emplid), Learning Centre, and the Module Title in the footer of your assignment e.g. Peter Mathews_100123234_KUPenang_SMM. All pages must be numbered in Page x of y format. This is to ensure that all pages of your assignment are secured. 6. You must also ensure that the Assignment Cover Page is filled in and attached with your assignment as per the instructions given in the Instruction to Upload the Assignment on OCTAL Study Portal - v2 file placed in the assignment pack on OCTAL Portal. 7. Please read the instructions given at the end of this module handbook.

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Quality Indicators Satisfactory (D-, D, D+) 1. Sufficient and satisfactory understanding and interpretation of assignment question and requirements related to strategic marketing management. 2. Report relies on restating major themes from sources with little evidence of critical processes of fundamentals of market planning. 3. Sufficient research is displayed on relevant themes, but minimal evidence to suggest the original material obtained has been analysed or integrated with information from market planning. 4. The assignment shows little evidence of decision-making about production and operations, finance, human resource management and other business issues in strategic marketing management. 5. The assignment has failed to demonstrate evidence of actual work experience / practical applicability of the concepts of business objectives. 6. Some evidence of fluency in writing with no obvious errors in grammar. 7. Sufficient structuring, although internal problems in structuring may still be evident. The assignment shows some evidence of structure and progression of introduction, argument / body, and conclusion. 8. Satisfactory level of referencing. However inconsistencies in referencing with respect to Harvard Referencing Style and citations. Good (C-, C and C+) In addition to the requirements of Satisfactory: 1. Good understanding and interpretation of the assignment requirements related to strategic marketing management. 2. Some evidence of in-depth analysis on where does marketing planning fit in with the overall strategic planning of a business. 3. Thorough research on the topic with evidence of both original material and good effort to obtain relevant theoretical information of the organisation in relation to application of strategic marketing management.

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4. Some identification of the challenge faced by marketing management. Adequately developed and laid out arguments for proposed market planning. Good coverage of the critical success factors of strategy formulation and implementation. 5. Clear and fluent writing with clear structuring of ideas and paragraphing of work. The structure of strategic planning of a business is well-constructed with introduction and conclusion. 6. Evidence of adequate referencing and citations following Harvard Referencing Style. Very Good to Excellent (B- to A+) In addition to the requirements of Good 1. Unequivocal understanding and interpretation of assignment requirements related to the preparation of the various marketing issues that are involved in the development of strategic marketing management. 2. Highly developed critical analysis and assessment of proposed strategic marketing management, particularly in market planning. Display broad and in-depth

research of the organisation in relation to business objectives. 3. Correct identification of the impact and challenges of market planning and offering persuasive arguments and decision-making about production and operations, finance, human resource management and other business issues in strategic marketing management. 4. Understanding the commercial environment and bringing some strategic sense to the process of marketing products and services. 5. Well-constructed and crafted piece of work and a pleasure to read with logical and superb progression of argument. The structure of strategic marketing management is well constructed with clear introduction and conclusion. 6. Evidence of a wide range of reading (including journal articles), along with correct and consistent referencing following Harvard Referencing Styles and citations.

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INSTRUCTIONS
1. The assignment MUST be submitted on-line on or before the due date. 2. Assignments should be word processed. 3. The assignments shall contain 3500 words (+/- 10%), presented in text of font size 12 with 1.5 line spacing. 4. The cover page should be attached with the assignment and uploaded through OCTAL (WEC Learning Portal) on-line. Please see the Guide to upload the assignments placed in the assignment pack. 5. Please write your name (as per IC / Passport), UoD Index Number (Emplid), Learning Centre, and the Module Title in the footer of your assignment.e.g. Peter

Mathews_100123234_KUPenang_SMM. All pages must be numbered in Page x of y format. This is to ensure that all pages of your assignment are secured. 6. All newly registered and continuing students are required to submit Module Enrolment Form to the Centre Manager / Rep / Admin by the last day of week 3 of each term. 7. The course work will not be accepted at the end of the term if student did not enroll for the module by the given deadline. 8. Once you have enrolled for the module it is compulsory for you to submit the course work on / before the given deadline. 9. The Extenuating Circumstances Form (ECF) along with the evidence must be submitted 10 days prior to the submission due date to the Centre Manager / Rep / Admin for onward submission to WEC if you wish to apply for deferment / extension. 10. Work which is submitted after the designated deadline is deemed late. 11. If an approved ECF has been submitted by the original assignment deadline, and the work is received before the extended deadline indicated on the ECF, the work will be marked with no limitation of the grade available. 12. If the submitted work is late but within 7 days of the deadline, and there are no approved extenuating circumstances, the work is assessed but the highest mark available is the minimum pass grade D-. There is no entitlement to feedback although feedback may be offered. 13. There is no entitlement to submit late after an agreed submission extension. 14. If the work is tendered without an approved ECF more than 7 days after the deadline, it is not marked and an NS grade is recorded. 15. NS grade is recorded if neither the course work nor the ECF is submitted.

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