Strategic Marketing
Level 1 (CQFW Level 4), 10 Credits.
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Course Description
New products, ideas and concepts, these will all benefit from strategic marketing. This imaginative and professional course will benefit people in all areas of work, including the private, public and community sectors.
Who is this course for?
The course is open to all, no previous qualifications are necessary but some understanding of the marketing process would be beneficial.
Learning and Teaching
The course is taught through a mix of lectures, small group work and case study work in class. The case studies (there are 2/3 each course) are used to illustrate how marketing principles can be implemented effectively. Actual businesses, many of whom take part in the course, are used as case studies. The owner/managers are on hand to share the vision, objectives and challenges giving the class a real life insight into marketing issues. A simple marketing plan is prepared during the course and presented at the end.
The highly experienced course tutor illustrates all principles with current day consumer and B2B examples, and provides lots of practical advice and guidance on developing marketing plans.
Lecture Programme:
- What is Marketing? The marketing concept
- Marketing research – Why research?
- Marketing planning and strategy development – Where are we now? Where are we going?
- Making strategic choices – Ansoff Matrix, Boston Consulting Group, Porters Generic, Product Life Cycle, Segmentation?
- The marketing mix – Activities to achieve objectives
- Integrated marketing communications – Communication process and methods
- Key account development & customer relationship management – Building and maintaining customer relationships
Coursework and Assessment
The assessment for this course comprises: 1 written essay x 1500 words
To award credits we need to have evidence of the knowledge and skills you have gained or improved. Some of this has to be in a form that can be shown to external examiners so that we can be absolutely sure that standards are met across all courses and subjects.
The most important element of assessment is that it should enhance your learning. Our methods are designed to increase your confidence and we try very hard to devise ways of assessing you that are enjoyable and suitable for adults with busy lives.
Reading suggestions
Brassington, F. and Pettitt, S. (2000) Principles of Marketing FT Prentice Hall
Dibb, S., Simkin, L. and Bradley, J. (1998) The Marketing Planning Workbook International Thomson Business Press
Hague, P. and Jackson, P. (1998) Doing Your Own Market Research Kogan Page
Jim Blythe (2006) Principles & Practice of Marketing Thomson Learning
Nigel Piercy (1992) Market led Strategic Change Butterworth & Heinemann
Library and Computing Facilities
As a student on this course you are entitled to join and use the University library and computing facilities. You can find out more about these facilities on our website www.cf.ac.uk/learn under Student Information, or by ringing the Centre on
(029) 2087 0000.
Accessibility of Courses
Our aim is access for all. We aim to provide a confidential advice and support service for any student with a long term medical condition, disability or specific learning difficulty. We are able to offer one-to-one advice about disability, pre-enrolment visits, liaison with tutors and co-ordinating lecturers, material in alternative formats, arrangements for accessible courses, assessment arrangements, loan equipment and Dyslexia screening. Please contact the Centre on (029) 2087 0000 for an information leaflet.
Further Information
A range of further information can be found on our web site www.cf.ac.uk/learn or in Choices. This includes the times and dates of courses and an explanation of accreditation and credit levels.