Marketing strategy means many things to many people but one issue is certain, it is a driving force that separates successful organisations from unsuccessful ones in a fast-changing, global and competitive business environment. This module explores what it means to be truly market-driven and to build the organisation’s strategy from the outside-in rather than from the inside-out which characterises the approach of many organisations. It will explore a variety of issues, including why being market-driven pays off, how to effectively understand the market, how to analyse marketing competencies, how to make strategic choices, how to create and deliver value to customers and finally how to measure marketing effectiveness.

The indicative content for this module includes the fundamentals of marketing, an overview of the Evolution of Markets and Marketing, an understanding of What It Means to Be a Market-Driven Organisation, The Key Role of Market & Customer Insights, Market-Driven Strategy – Segmentation & Targeting, Creating and Capturing Customer Value, Marketing Actions – Efficiency v Effectiveness, Measuring & Evaluating Marketing’s Contributions, Reflecting on the Impact of Technology on Marketing, Reflecting on the Role and Impact of Marketing on Society.

On successful completion of this module, students will be able to: • Express what it means to be a market-driven organisation • Recognise the critical role of market insights • Construct a strategic marketing analysis of a company/industry

On successful completion of this module, students will be able to: • Synthesise the drivers of strategic marketing choices • Acknowledge the role of technology in the evolution of marketing • Discuss the moral dilemmas associated with marketing and capitalism

On successful completion of this module, students will be able to: N/A

Using an active collaborative environment this module will be delivered through a combination of methods including lectures, skill-building exercises, cases studies, group-work activities and presentations. Graduate attributes will be developed in the following ways: Agile: Students are expected to be agile in their learning through independent study, self-directed learning and coursework; Articulate: Students will become articulate in expressing advice through the use of in-class discussions, presentations and written coursework; Courageous: Students will be required to participate openly in class discussions, group work and assessments that require them to step outside their comfort zone; Curious: Students will be encouraged to be curious in their acquisition of knowledge of through practical examples, coursework and in-class groupwork; Responsible: Students will develop a sense of responsibility through class discussions on various ethical and sustainable issues and challenges.