AD3MST: Marketing Strategy

Module code: AD3MST

Module provider: School of Agriculture, Policy and Development

Credits: 20

Level: 6

When you’ll be taught: Semester 1

Module convenor: Mr Nick Walker , email: n.walker@reading.ac.uk

Pre-requisite module(s): BEFORE TAKING THIS MODULE YOU MUST TAKE AD1FMM OR TAKE AP1EM2 (Compulsory)

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2025/6

Available to visiting students: No

Talis reading list: No

Last updated: 19 June 2025

Overview

Module aims and purpose

The module challenges students to develop a sophisticated understanding of the increasingly ‘glocal’ context within which businesses operate and to hone the ability diagnose marketing problems and create effective marketing strategy. You will be exposed to the theoretical frameworks and practical considerations driving effective strategic marketing decision making. The module encourages reflective and critical thinking throughout. Knowledge and skills developed on this module are applicable across any industry.Ìý

Module learning outcomes

By the end of the module, it is expected that students will be able to:Ìý

1. Develop a clear understanding, supported by a portfolio of real-world examples, of how companies approach market analysis and strategy formulation and appreciate how different media and marketing channels may be leveraged to maximise the impact of advertising and brand activitiesÌý
2. Identify sources of competitive advantage, demonstrate a critical understanding of applied marketing theory and understand how customer needs are identified and addressed through the deployment of integrated marketing communicationsÌý
3. Evaluate scholarly literature within the disciplines of advertising and branding and critically evaluate how companies and brands use advertising and branding techniques in the modern marketplaceÌý
4. Understand the powerful positive and negative influences that adverting and branding activities exert upon modern society and develop a greater appreciation of the commercial environment and an interest in contemporary business issues.Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý Ìý ÌýÌý

Module content

The course will cover all of the following topics, although the focus of the course may differ from year to year with some topics being given more emphasis depending on their topicality:Ìý

1. Strategic Analysis:Ìý

• The external environment: Identifying opportunities and threats. Obtaining and using environmental information. Porter’s Five Forces Model.Ìý
• The internal environment: Strategic capability. Strengths and weaknesses. Processes and frameworks.ÌýÌý
• What is marketing strategy, how prescriptive can a strategy usefully be? A historical perspective on the role of marketing strategy.Ìý
• What does success look like? The role of marketing in corporate success.Ìý

2. Strategy Formulation and Implementation:Ìý

• Business-level strategy: Bases of competitive advantage. Sustaining competitive advantage. Segmentation strategy. Competitive strategy. Growth strategies.Ìý
• The deployment of branding and promotion to build customer-based equity.ÌýÌý
• The role of integrated marketing communications (IMC) in brand building and brand positioning activities.ÌýÌý
• Strategic decision-making to inform the design and deployment of branding and promotion campaigns.ÌýÌý
• The importance of branding and promotion activities in shaping modern society.Ìý
• Strategic management at different stages of the product life cycle. Business models and patterns. Business Planning: the process and the application.Ìý

Structure

Teaching and learning methods

Interactive lectures, blackboard lecture