Strategic Marketing Concepts, Branding, and Customer Experience

Sales and Marketing

Unit Code
Level 7
Distance Learning
Class Room
Unit Code
Level 7
Distance Learning Fee
Face to Face Fee
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Total Fee £1600

£2360 (£1600 during the tuition waiver period)

Please see the Tuition Fee section to see if you are eligible for a scholarship.
Course Overview

The course will investigate underlying models, techniques and theories that underpin marketing and can contribute to strategic objectives. It will also provide learners with a critical understanding of the marketing function within complex organisations.

Course Content

Introduction to the module


  • Concepts of strategic marketing.
  • Components of marketing
  • Mission
  • Goals and Objectives
  • SWOT

Brief overview of marketing analytics

  • Product market
  • Marketing Strategies
  • Marketing mix 4ps
  • Marketing plan

Marketing segmentation

  • Market structure
  • What are the types of market segmentation?
  • Segmentation criteria

Target marketing

  • Target market
  • What are the 3 target market strategies?
  • Target audience
  • Frequency
  • Reach
  • Budgeting

Marketing Activities perspective metrics

  • Metrics for product/Brand management
  • Business stability growth perspective metrics
  • Metrics for sales force and channel management
  • Brand growth strategies
  • Metrics for pricing strategy
  • Metrics for marketing campaign profitability management
  • Web metrics and social media marketing

System of metrics and marketing dashboards

  • Dashboards
  • Linking marketing metrics to financial performance
  • What are financial metrics in marketing?
  • What are some common financial metrics used in marketing?

Creating and using marketing dashboards

  • Dashboards for Marketing Performance
  • Email Marketing Dashboards – types, requirements, and considerations
  • Dashboards for Social Media and Web Analytics
Learning Outcome & Assessment Criteria

1.  Be able to understand the relationship between the marketing plan and strategic objectives

  1. Critically evaluate how marketing techniques and tools can support the strategy of an organization and how this impacts on the marketing plan
  2. Determine marketing methodologies and approaches that contribute to a marketing plan within complex organisations
  3. Address risk associated with the marketing plan

2.  Be able to produce a strategic marketing plan

  1. Critically analyse the components of a marketing plan and the levels of importance of each component to the achievement of strategic objectives
  2. Address mitigation strategies for high risk components of the plan
  3. Develop a marketing plan that will achieve strategic objectives for a complex organisation

3.  Be able to promote the marketing plan in support of strategic objectives

  1. Discuss how the plan supports strategic objectives
  2. Develop an approach to gain agreement for the marketing plan that will change organisation actions and methods to achieve strategic objectives
  3. Critically evaluate and provide review measures for the agreed plan
  • The assessment strategy for this course is designed to test all the learning outcomes.
  • Learners must demonstrate successful achievement of all learning outcomes to pass the course.
Assessment Marking Criteria


Citizens of the following countries are eligible for a 50% scholarship upon writing a personal statement. All scholarships are to be approved by the Academic Board. The list of countries are: Sri Lanka, Indonesia, Philippines, Bhutan, Morocco, Vietnam, Papua New Guinea, Laos, Cambodia, India, Nigeria, Ghana, Bangladesh, Laos, Myanmar, Pakistan, Nepal and South Africa. Please talk to your student counselor and ask for the Coupon Code to get the 50% Tuition Waiver.

  • The assessment criteria for a pass will be presented with the summative exercise.
  • Further information and guidance on the assessment will be made available through the tutor.
Unit Pass Requirements

To pass the unit a 40% overall grade must be achieved.

Frequently Asked Questions
What is included in the cost of my programme?
  • All course material, including online modules and written assignments
  • Unlimited personal tutor support with online sessions
  • Dedicated student support
  • Access to an online community learning forums
  • Assignment marking and feedback
Am I eligible for this programme?

You are eligible if you meet our stipulated entry requirements.

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Complete in 12 months

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