MODULE HANDBOOK

2021-22

MARK1251 - Strategic Marketing Management

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Contents

Page
1. Welcome Message from your Module Leader 2
2. Key Contacts 3
3. Module Details and Learning Outcomes 3
4. Enquiry-Based Learning and Research-Led Teaching 4
5. Employability 4
6. Key Dates 5
7. Schedule of Teaching and Learning Activities 6-7
8. Assessment 8
9. Re-sit Assessments 10
10. Reading Recommendations 10
11. Additional Module Information 11
12. Changes to the Module 11
13. Other Details 12

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1. Welcome Message from your Module Leader
Welcome to the ‘Strategic Marketing Management’ module (MARK1251)

This module aims to embed a deep understanding of the role of marketing within an organization
both at a functional and strategic level. Through a combination of theory, simulation game, case
studies, best practice examples and current news items, you will learn about and evaluate the
marketing strategy of real businesses.

We use many international examples throughout and give you the freedom to choose any
organization to create content for in one of the assessments. There are a wide range of
organizations that you can choose in the commercial, public, and not-for-profit spaces. If you
make a real effort to keep up with news, updates, media articles, social media, and blogs in the
marketing area, this will be a real help. The module embraces creativity and allow you the flexibility
in terms of how you produce your work to meet the requirements. Efforts are made throughout to
ensure content is inclusive including international and multicultural examples and discussions.
Students are also encouraged to bring their experiences and examples to the classroom to further
enrich our discussions, and to draw upon the backgrounds, knowledge, and experience of their
colleagues.

This document outlines the module’s main aims and features and provides you with the key
information you need during the module. All the module content will be available on Moodle
and, if you have any queries about the running of this module, please don’t hesitate to ask me
(or any of the module tutors) during lectures, tutorials, workshop session or doing my office
hour-times.

I look forward to meeting you all and getting into some real strategic marketing questions in the
next few weeks!

Dr. Arinze Christian Nwoba,

Module Leader

This handbook provides essential information about this module including the
aims and learning outcomes, the schedule of teaching and learning activities,
assessment tasks, reading recommendations and, if applicable, any additional
resources that you will need. Please read it at the start of term so you are aware
of key details and important dates.

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2. Key Contacts
The list below provides contact details of the module team

Module Leader: Dr. Arinze C. Nwoba, Lecturer in Marketing and Marketing Communications

Location: Room QA 248, University of Greenwich, Greenwich Campus

Email: [email protected]
Tel: +44 (0) 208 331 9250
Office hours: By appointment
Linkedin: https://uk.linkedin.com/in/dr-arinze-christian-nwoba-9a659891
Module Tutor: Dr Samuel Kusi, Lecturer in Marketing

Location: TBA
Email: [email protected]
Tel: TBA
Office hours: By appointment
Module Tutor: Rami Shamseen, Lecturer in Marketing

Location: Room QA 146 University of Greenwich, Greenwich Campus

Email: [email protected]
Tel: +44 (0) 208 331 7929
Office hours: By appointment
Linkedin Profile: https://uk.linkedin.com/in/rami-shamseen-40529ba9
Departmental Programme Co-ordinator: Amelia Elgey

Location: Room QA 146 University of Greenwich, Greenwich Campus

Email: [email protected]
Tel: TBA
Office hours: By appointment

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3. Module Details and Learning Outcomes
Host Faculty: Faculty of Business
School: Greenwich Business School, Marketing, Events, and Tourism (MET) Department
Number of Credits: 30
Term of delivery: Terms 1 and 2 (Part I)/Terms 2 and 3 (Part II)
Site of delivery: Greenwich Maritime
Pre-requisites/Co-requisites: None

Aims

This module aims to embed a deep understanding of the role of marketing within an organisation
both at a functional and strategic level.

Learning Outcomes

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

(1) Critically examine the theory of strategic marketing management

(2) Appraise and apply the marketing mix and implement an integrated marketing mix
programme

(3) Determine, justify and apply marketing metrics, including financial and nonfinancial
measures for effective implementation of a marketing plan.

(4) Develop a marketing plan that reflects and addresses the ethical implications of decisions
and the dynamics of international marketing contexts.

(5) Make critical judgements on the marketplace potential and risk from the perspective of the
company’s unique selling point.

Glossary:

A pre-requisite module is one that must have been completed successfully before taking this
module.
A co-requisite module is one that must be taken alongside this module.
A learning outcome is a subject-specific statement that defines the learning to be achieved
through completing this module.

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 4. Enquiry-Based Learning and Research-Led Teaching
Enquiry-Based Learning (EBL)

Defined as ‘an approach based on self-directed enquiry or investigation in which the student
is actively engaged in the process of enquiry facilitated by a teacher. EBL uses real life
scenarios (for example, from case studies, company visits, and project work) and students
investigate topics of relevance that foster the skills of experimental design, data collection,
critical analysis and problem-solving’.

Every week, students will be provided a relevant business case study and academic research
articles in line with the lecture topic. Following this EBL approach, this exercise will allow
students to investigate and gain practical understanding of the topics and theoretical models

Research-Led Teaching (RLT)

An element of Enquiry Based Learning links to RLT, which involves faculty introducing
students to their own research where it is relevant to the curriculum being taught as well as
drawing on their own knowledge of research developments in the field, introducing them to
the work of other researchers. RLT sees students as active participants in the research
process, not just as an audience. This is achieved by discussing such developments in
lectures and classes and setting reading lists including recent research publications at the
frontier of the field. The definition of a diverse assessment regime at the programme level
(incorporating an expectation of familiarity with, and use of, such publications in assignments)
and the inclusion of projects at every level of the programme is also fundamental to achieving
these objectives.

The lectures and module leader and lecturer’s research specialisms and interests will form
part of the content delivered on this module. Recent research literature will also form part of
the content delivered. In addition, students are expected to support their argument with
relevant academic references, theories, and models in the summative assessment

5. Employability
This module will help you develop and improve the following skills:

a. Cognitive Skills

• You will be exposed to strategic problems facing businesses. This gives you the opportunity
of working on your evaluation and problem-solving skills as well as encouraging reasoned
judgement.

b. Generic Competencies

• You will be working and managing teamwork throughout this module. This should develop
your teamwork and leadership skills by not only working together but also by exploring
team dynamics, and team member roles and differences. In addition, there are
opportunities for reflection throughout the term.

Such skills are attractive to potential employers and should enable you to be the next
graduates with great impact.

c. Technical Ability

• The module does not only discuss the theoretical aspects of strategic marketing, but it
also gives you an opportunity to excel in relevant technical skills including applying
models or frameworks to drive strategy.

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You can find out more about the Greenwich Employability Passport at:
https://www.gre.ac.uk/articles/ils/greenwich-employability-passport-for-students

Information about the Career Centre is also available at:

https://www.abintegro.com/public/career-transition-and-job-search

Please see Section E.3 of your Programme Handbook for further information on Accommodation,
Employability and Careers Services, Wellbeing Services etc

6. Key Dates
2021/2022 Term Dates

Please note that dates may differ depending on when you start your programme of study, and
where you are studying. Please refer to https://docs.gre.ac.uk/rep/sas/term-dates for full
details, and details of University closure dates.

Welcome Week 13th September 2021 24th September 2021

Term 1 27th September 2021 17th December 2021
Examination Period 10th January 2022 14th January 2022
Term 2 17th January 2022 8th April 2022
Examination Period 3rd May 2022 20th May 2022
Term 3 Postgraduate 25th April 2022 24th June 2022
(delete if not applicable)
Resit Examination Period 18th July 2022 22nd July 2022

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7. Schedule of Teaching and Learning Activities
This Module comprises lectures, tutorials, and workshop sessions. These which are envisaged to be in two forms: face-to-face (on campus) and virtual
(for online only students). Lectures are interactive and students are encouraged to develop and voice their own thoughts, ideas, and viewpoints. Tutorials
will be used to bring examples and case studies which amplify the lecture content and the weekly topic which is being covered, and workshops are to be
more interactive and encourage debate, discussion, and dialogue between students and with the Tutorial Leader. In the second term of the module,
students will participate in a simulation game, details of which will be announced in due course. This will enable students to engage in ‘real life’ scenarios
and decision making.

Term 1
Uni Week Session Title and Description Preparation to complete
Week Commencing
1 27 September Lecture 1 Introduction to the Module – Key Module Handbook
Concepts and Terms Kotler P, Keller K, Brady M, Goodman M, and Hansen T (2016) Marketing
Seminar 1 Assessment briefing Management, 3rd Edition, Pearson, pp. 1 - 69; Strategic Marketing Planning (Gilligan &
Wilson), 2nd edition, pp. 1 -69
2 4 October Lecture 2 Marketing Audit: Analysing the Wider Kotler P et al (2016) Marketing Management, 3rd Edition, Pearson, pp. 152 - 168;
Strategic Marketing Planning (Gilligan & Wilson), 2nd edition, pp. 153
Environment - 195
Seminar 2 Case Study
3 11 October Lecture 3 Marketing Audit: Micro-environment/ Kotler P et al (2016) Marketing Management, 3rd Edition, Pearson, pp. 216 - 259, 294 -
326
Organisational Understanding Strategic Marketing Planning (Gilligan & Wilson), 2nd edition, pp. 77 - 110 and
Seminar 3 Case Study pp. 153 - 290 (references throughout)
4 18 October Lecture 4 Markets and Competition Kotler P et al (2016) Marketing Management, 3rd Edition, Pearson, p. 294 - 326;
Strategic Marketing Planning (Gilligan & Wilson), 2nd edition, pp. 251
Seminar 4 Case Study - 295
5 25 October Lecture 5 Customers and Markets Kotler P et al (2016) Marketing Management, 3rd Edition, Pearson, pp. 216 - 293 and
328 - 377
Seminar 5 Case Study Strategic Marketing Planning (Gilligan & Wilson), 2nd edition, pp. 197 - 249 and 339 -
377
6 1 November Lecture 6 Marketing Strategy I Kotler P et al (2016) Marketing Management, 3rd Edition, Pearson, pp. 70 – 113 and
328 - 377
Seminar 6 Case Study Strategic Marketing Planning (Gilligan & Wilson), 2nd edition, pp. 403 - 518
7 8 November Lecture 7 Marketing Strategy II Kotler P et al (2016) Marketing Management, 3rd Edition, Pearson, pp. 70 – 113 and
328 - 377
Seminar 7 Formative Assessment feedback Strategic Marketing Planning (Gilligan & Wilson), 2nd edition, pp. 403 - 518

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 Term 1
Uni Week Session Title and Description Preparation to complete
Week Commencing
8 15 November Lecture 8 Operationalising Strategy I - Objective-Setting and Kotler P et al (2016) Marketing Management, 3rd Edition, Pearson,
Branding pp. 420 - 459 and 836 - 859
Strategic Marketing Planning (Gilligan & Wilson), 2nd edition, pp. 297
Seminar 8 Case Study – 337.
9 22 November Lecture 9 Operationalising Strategy II Kotler P et al (2016) Marketing Management, 3rd Edition, Pearson,
pp. 502 - 626 and 716 – 755.
- 7Ps: Product, Price and Place
Seminar 9 Case Study
10 29 November Lecture 10 Operationalising Strategy III - Promotion Kotler P et al (2016) Marketing Management, 3rd Edition, Pearson,
Seminar 10 Case Study pp. 627 – 714.
11 6 December Lecture 11 Operationalising Strategy IV Kotler P et al (2016) Marketing Management, 3rd Edition, Pearson,
- 7Ps: People, Physical Evidence, Process pp. 756 – 792.
Seminar 11 Case Study
12 13 December Lecture 12 Marketing Strategy Implementation/ Introducing the Kotler P et al (2016) Marketing Management, 3rd Edition, Pearson,
pp. 793 – 835.
Marketing Simulation Game for Term 2
Seminar 12 Case Study

Term 2
Uni Week Session Title and Description Preparation to complete
Week Commencing
19 17 January Workshop Introduction to Simulation Game and Summative assessment briefing As instructed by Module tutor
20 24 January Workshop Introduction to Financial Accounting for Marketing Management (I) As instructed by Module tutor
21 31 January Workshop Introduction to Financial Accounting for Marketing Management (II) As instructed by Module tutor
22 07 February Workshop Marketing Simulation Game – The rules of the Game by Edumundo
23 15 February Workshop Marketing Simulation Game Each week as required by Game
24 22 February Workshop Marketing Simulation Game Each week as required by Game
25 28 February Workshop International week – No sessions
26 08 March Workshop Marketing Simulation Game Each week as required by Game
27 15 March Workshop Marketing Simulation Game Each week as required by Game
28 22 March Workshop Marketing Simulation Game Each Week as required by Game
29 28 March Workshop Marketing Simulation Game Each Week as required by Game
30 4 April Workshop Assessment submission Assessment Submission

In addition to the teaching and learning activities within the module, additional study support can be seen at: Academic Skills

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 8. Assessment
Assessment Schedule
First sit Deadline or Weighting Maximum Marking Learning
assessments exam period out of length type outcomes
100%* mapped to
this
assessment
Formative 8th November 0% 2 A4 pp. Pass or fail (1), (2), (3)
Assessment 2021 at
11:30pm/23:30
Marketing 10th December 30% 2000 words Numerical (1), (2), (4),
Plan 2022 at (+/-10%) (5)
11:30pm/23:30
Individual 4th April 2022 at 70% 4000 words Numerical (1), (2), (3)
Reflective 11:30pm/2330 (+/-10%) (4)
report

*The weighting refers to the proportion of the overall module result that each assessment task
accounts for.

Your assessment brief:

Assessment 1: Individual Report - Marketing Plan (30%)

Produce a Strategic Marketing Plan for an organization of your choice. The organization, or the
markets in which it operates, will be changing due to the transformations being wrought by
climate change. The Strategic Marketing Plan will support the business prospering in a low
carbon world.
Guidance:

(1) Your answer should use relevant models, theories, and concepts and be academic in its
approach.

(2) You will receive a briefing about the Assignment in Week 1, followed by regular
discussions about the topic in seminars. Please start thinking about the topic now and
develop a list of key themes and ideas. You should also compile a list of relevant journal
articles and reports which you will need to write the assignment.

(3) Make full use of the resources in the Greenwich Library. Look for articles and reports on
electronic databases such as Emerald and Business Source Premier. Google Scholar is
useful for an overview of available articles, and you will also find articles on Moodle.

(4) To write about the topic convincingly, refer to at least fifteen to twenty good-quality
publications, books, reports, and journal articles. Avoid using poorly researched internet
sources that are not evidenced or peer reviewed.

(5) You must reference your work fully and accurately, using Harvard Referencing.

(6) Please check your work carefully for similarity. The assignment must be in your own
words.
1.
2. The assignment should be 2,000 words in length (+/- 10%), but please note that the
Executive Summary, Introduction, Recommendations, References, and Appendices, as
well as any content contained in images or tables, do not count as part of the word count.
This is to allow you maximum scope to write your plan.
3.
4.

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 Assessment 2: Individual Reflective Report (70%)

Complete an Individual Report which critically presents your strategy and outcomes in The
Simulation Game. You should be able to reflect on your decisions regarding the market analysis,
the segmentation, targeting, positioning, the marketing mix and the key performance indicators
and discuss the outcomes of those decisions. Further, you need to evaluate your personal and
group performance and discuss the value of The Simulation Game.

In your answer, please ensure that your report has an academic foundation including theory,
evidence from The Simulation Game and references.

Details about The Simulation Game:

• A living case where you learn about a situation, evaluate opportunities, develop a strategy,
and make marketing decisions - through a marketing plan
• You are in the Sneakers industry. The computer simulation here gives you everything you
need to know about that market.
• You get regular feedback in a report that will summarize your market performance and
related financial results based on your plan and your competitors' decisions
• It is dynamic - you learn by doing, by analyzing what you have done and its effect. There
are some things you just cannot know at the outset - so you test the market, get research,
analyze feedback...and find out.
• It is competitive. Your challenge is to improve your strategy as you go along by learning.
• The Game will run over several weeks

Please see the marking check list in the Appendix regarding the structure of your
Individual Report. These provide a detailed version of the structure you should follow
when writing your research proposal. Use it as a checklist for what you should include
and see how much weighting each section receives. Don’t miss out on easy grades.

The assignment should be 4,000 words in length (+/- 10%).

Formative assessment (Term 1)

Write a report plan, maximum 2pp., and show/submit it to your tutor at the end of the tutorial.
The tutor will provide you the feedback by the end of the week. Please note that we will not
accept any late submissions. It is recommended that you submit this to write a successful
report. Kindly see the below on how this formative assessment would be assessed

Feedback will be given on:

• What you did well in this assignment.

• What you could improve in this assignment.
• What you can take forward to your next assignment

Assessment 1 (Term 1) - Individual Report: Marking Rubric

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Marking Criteria for Assessment 1 (Term 1)

Assessment Domains 0- 30- 50-59% 60-69% 70-79% 80-100%

29% 49% Good Very Excellent Exceptional
Fail Fail Good
D1: Knowledge
• Demonstrates a clear
understanding of developing a
strategic management plan for the
chosen organization
• Be able to select relevant
topics and apply relevant strategic
marketing concepts/ theories/
frameworks/ models to explicitly
explain why the strategic
management plan would work for the
chosen organization

(30%)
D2: Research
• Be able to identify relevant
information and data (e.g., industry
reports, company annual reports,
consumer trends reports, news
articles, and consumer reviews)
related to your strategic marketing
management plan for the chosen
organisation
• Be able to identify relevant
and appropriate academic literature
(e.g., peer-reviewed journal articles)
to provide justifications for the
strategic marketing plan for the
chosen organisation

(25%)
D3: Evaluation
• Be able to draw appropriate
conclusions based on aligning
evidence with valid concepts/
theories/ theoretical models/
frameworks and academic research
• Analysis should be based on
selecting and justifying appropriate
topics/ concepts/ theories/ models/
frameworks with supporting evidence
from peer-reviewed journal articles.
• Clear attempts should be
made to demonstrate the linkage
between theory and practice by
providing recommendations for why
the strategic marketing plan would
work best for the selected
organisation

(30%)

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 D4: Communication

• Express ideas effectively and

fluently. Be able to communicate
information appropriately and
accurately using clear, accurate
English, well organised, and well
presented, with flow and progression.
(5%)
D5: Referencing
• Sources used are all
acknowledged in the text and
reference list/bibliography using
correct academic citation – including
online sources.
• The reference list is
comprehensive and extensive, and
sources cited in the text are
predominately primary sources. Show
evidence of broad, independent
reading from appropriate sources.
(5%)
D6: Employability

• Demonstrate effective
communication to engage the
audience in a range of different
formats (e.g., use of image, data,
graph, infographic).
(5%)

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 Appendix: Assessment 2 - Individual Report Checklist
Analysis of the Game
- The Marketing Plan (5)
- Market Analysis
How would you characterise your market?
- What was the size of the market?
- What was your share?
- Who were the competitors?
- The Marketing Plan
- Segmentation, Targeting and Positioning (STP) (10)
You are required to give a detailed account explaining your rationale over the Decisions (1 to 8). ‘Why did you do it; what you did’ in the context of the STP

- Who were your Target Market?

- What was your approach to Positioning?

Use your monthly Plan and Rationales to help you justify your answers. You can use the appendix to show the sources of your analysis.
- The Marketing Plan
- The marketing Mix (10)
You are required to give a detailed account explaining your rationale over the Decisions (1 to 8). ‘Why and what you did’ in the context of the Marketing Mix

Use your monthly Plan and Rationales to help you justify your answers. You can use the appendix to show the sources of your analysis.
Company’s Strategy & Objectives
Company’s & Strategy(ies) and Objective(s) (15)

You are expected to detail whether you have achieved your Objective(s) and Strategy(ies). This is in part your KPIs

You are required to give a summary of your performance over the decision’s periods (1 to 8)

What changes did you make (if any) and why? How did this impact on your company’s performance?
Evaluation of the Game – Personal Perspective
Evaluation on Personal Performance (25)
In this section you are to reflect on your ‘performance and contribution’ in the game. This is a reflective section and therefore you also need to consider your
‘learning’ throughout the Game, as well as your contribution. Please make sure you provide evidence.

Try and make use of academic resources, sources, references, models and theory such as Belin http://www.belbin.com, etc. Make sure you use Harvard
referencing where appropriate. In this section you should reference sources used.

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The value of Simulation Games (25)
What, in your opinion, is the value of using Simulation Games in gaining Marketing understanding and experience of decision making? Although this is an overview
of the use of marketing simulation games, you are also expected to draw on your own experience. You are also expected to use academic sources to support
assertions. Make sure you use Harvard referencing where appropriate.

In this section you should reference sources used.

Presentation of the Individual Reflective Report

Structure, Writing and Word Count (5)

In this section students will be marked for their general:

1. ‘Writing’ skills: such as spelling, grammar, sentence structure
2. ‘Presentation’ skills: such as the general Portfolio presentation, which will include structure, word count, Contents page, page numbers, etc.

Sources used and Referencing (5)

In this section we are looking at the Sources you used (Academic) in supporting any decisions you made in relation to any of the sections. We will also be
considering your approach to Referencing using the Harvard System.

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Marking criteria for Assessment 2 (Term 2)

Assessment Domains 0- 30- 50-59% 60-69% 70-79% 80-100%

29% 49% Good Very Excellent Exceptional
Fail Fail Good
D1: Knowledge
• Demonstrates a clear
reflective analysis of your
understanding of the relevant
strategic marketing management
concepts, through your participation
in the simulation game
• Be able to select relevant
topics and apply relevant strategic
marketing concepts/ theories/
frameworks/ models to explicitly
show clear understanding of relevant
strategic marketing management
concepts, through your participation
in the simulation game

(30%)
D2: Research
• Be able to identify relevant
and appropriate academic literature
(e.g., peer-reviewed journal articles)
to provide justifications to support
your reflective analysis

(25%)

D3: Evaluation

• Be able to draw appropriate

conclusions based on aligning
evidence with valid concepts/
theories/ theoretical models/
frameworks and academic research

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• Analysis should be based on

selecting and justifying appropriate
topics/ concepts/ theories/ models/
frameworks with supporting evidence
from peer-reviewed journal articles.
• Clear attempts should be
made to demonstrate the linkage
between theory and practice by
providing recommendations for why
the strategic marketing plan would
work best for the selected
organisation

(30%)
 D4: Communication

• Express ideas effectively and

fluently. Be able to communicate
information appropriately and
accurately using clear, accurate
English, well organised, and well
presented, with flow and progression

(5%)
D5: Referencing
• Sources used are all
acknowledged in the text and
reference list/bibliography using
correct academic citation – including
online sources.
• The reference list is
comprehensive and extensive, and
sources cited in the text are
predominately primary sources. Show
evidence of broad, independent
reading from appropriate sources

(5%)
D6: Employability

• Demonstrate effective
communication to engage the
audience in a range of different
formats (e.g., use of image, data,
graph, infographic)

(5%)

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Important note: Coursework is marked on the understanding that it is the student’s own work on the
module and that it has not, in whole or part, been presented elsewhere for assessment. Where
material has been used from other sources, this must be properly acknowledged in accordance with
the University’s Regulations regarding Academic Misconduct.

Marking, feedback and next steps

To pass this module, students must achieve an overall mark of 50+ and a Pass
for all assessments.

For coursework, the marks and feedback will normally be provided to students within fifteen working
days of the submission deadline. In exceptional circumstances, where there is a delay in providing
feedback, you will be informed by the module leader.

If you do not pass a module at the first attempt, you may be eligible for a resit opportunity on the
failed assessments. This will be confirmed after the Progression and Award Board (PAB). Note that
marks on resit assessments are capped at 50% unless extenuation has been applied for and
granted.

For further details on resit assessments, please see section 7 below.

The assessment and feedback policy can be accessed at Assessment and Feedback Policy

Extenuating circumstances and student support

The University recognises there are times when serious and unexpected matters which are beyond
a student’s control (such as serious illness or injury, death in family) impact on
their academic performance and ability to complete assessments by the deadline. Guidance
on claiming extenuation can be found at: Extenuating circumstances

External Examiner

The External Examiner for this module is:

Name: Professor Annie Chen
Institution: Roehampton University

Please note that the role of the External Examiner is to evaluate the overall standard of
assessments on the module. They are unable to correspond with individual students about
their work. If you need to discuss your marks or feedback, please contact the module leader.

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 9. Resit Assessments
Assessment Schedule
Resit assessments Deadline Weighting Maximum Marking Learning
out of 100%* length type outcomes
mapped to this
assessment.
Marketing Plan TBA 30% 2000 Words Numerical (1), (2), (4), (5)
Individual Reflective TBA 70 % 4000 words Numerical (1), (2), (3), (4)
Report

If granted a re-sit opportunity, the assessment question remains the same as the one submitted earlier.
However, students are expected to improve on their earlier submitted work while incorporating relevant
comments and suggestions provided by the assessor at the first attempt. During the resit period, the Module
Leader and any Module Instructors/tutors will be available and will run additional support classes, comment on
drafts, meet with students, for example, as appropriate for the module and the numbers re-sitting.

10. Reading Recommendations

The following are suggested readings for the module. Additional, more detailed reading recommendations will
be provided for the module topics.

Essential Reading
Author Date Title Publisher ISBN
Kotler P, Keller K, Brady M, 2019 Marketing Management Pearson 9781292248448
Goodman M, and Hansen T 4th European edition

Other Recommended Reading

Author Date Title Publisher ISBN
Farris, Bendle, 2015 Marketing Metrics: The Manager's Pearson 10: 0134085965
Pfeifer & Guide to Measuring Marketing
Reibstein Performance, 3rd Edition
Gilligan & 2012 Strategic Marketing Management Butterworth 0 7506 2246 6
Wilson Heinemann
Lodish, 2015 Marketing That Works: How Pearson 10: 0133993337
Morgan, Entrepreneurial Marketing Can
Archambeau & Add Sustainable Value to Any Sized
Babin Company, 2nd Edition
Johnson, 2015 Future of Marketing, The: Strategies Pearson 10: 0134084500
Nicholas from 15 Leading Brands on How
Authenticity, Relevance, and
Transparency Will Help You Survive
the Age of the Customer
Capon & 2012 Managing Marketing in the 21st Wessex 978-0983330042
Capon Century (3rd Ed) Press
McDonald & 2011 Marketing Plans: How to prepare Wiley 978-047066997
Wilson them, how to use them
– 7th Edition
Hollensen 2011 Marketing Management Pearson 10: 0273706861
Blythe, J., 2010 Marketing Planning: Strategy, Financial 10: 0273724711,
Megicks, P. Environment and Context Times/ -13: 978-
Prentice Hall 0273724711

Journals
Journal of Consumer Research Journal of Interactive Marketing
Journal of Marketing Computers in Human Behaviour
Journal of Marketing Research Psychology and Marketing
Marketing Science Harvard Business Review
European Journal of Marketing
 Professional Bodies
Chartered Institute of Marketing - www.cim.co.uk
Institute of Direct and Digital Marketing - www.theidm.com

11. Additional Module Information

Equality, diversity, and Inclusivity - We value equality, diversity and inclusivity in our module and assessment
design. Students are encouraged to view strategic marketing management in different theoretical perspectives
and related to their own experience, to act as managers

Internationalisation - The module contents are designed to understand how strategic marketing
management works in a global context. Case studies from various cultural contexts will be used; the reading
list includes research papers from different countries and case studies of global brands. We also use industrial
reports such as SHELL annual reports, Financial Times articles etc. to study up-to-date strategic marketing
management procedures globally. In addition, students will be able to apply what they have learnt, in the form
of a simulation game

12. Changes to the Module

At the University of Greenwich, we value feedback from students as well as External Examiners and other
stakeholders and we use this information to help us improve our provision. For example, students mentioned
that it is worthwhile to have at least three members in a group for the MMX simulation game in term 2. As a
result, there are a minimum of four members in each group for the simulation game.

Important note: The University of Greenwich will do all that it reasonably can to deliver the module and support
your learning as specified in our handbooks and other information provided. However, under some
circumstances, changes may have to be made. This may include modifications to the:

• content and syllabus of modules, including in relation to placements

• timetable, location and number of classes
• content or method of delivery of your module
• timing and method of assessments.

This might be because of, for example:

• academic changes within subject areas

• the unanticipated departure or absence of members of university staff
• where the numbers expected on a module are so low that it is not possible to deliver an
appropriate quality of education for students enrolled on it.
• industrial action by university staff or third parties
• the acts of any government or local authority
• acts of terrorism.

In these circumstances, the University will take all reasonable steps to minimise disruption by making
reasonable modifications. However, to the full extent that it is possible under the general law, the University
excludes liability for any loss and/or damage suffered by any applicant or student due to these circumstances.

13. Other Details

The majority of information relevant to you while you study at the University has been brought together into
your programme handbook. Please refer to your programme handbook for any further information you
might require including:

• Deadlines and extenuating circumstances,

• Plagiarism and referencing,
• Who to go to for advice or if you are concerned,
• How to provide us with feedback,
• Key administrative procedures.