Develop a more strategic view of marketing. Connect market and competitor analysis with targeting, positioning, innovation and implementation, and consider how strategic choices guide a practical marketing plan.
The published curriculum covers market-led strategy, competition, customers, targeting, positioning, innovation and implementation.
Marketing professionals and learners developing practical marketing knowledge.
Review the curriculum and choose an edition suited to your experience. Familiarity with the subject will help for revision and advanced modules.
Use the curriculum to plan your study and revisit the topics most relevant to your work. The course highlights identify the level, trainer and dated teaching edition, helping you choose the right starting point.
Published session labels run from 2025-05-02 to 2025-09-19. These are curriculum dates; the intake label is shown separately. Earlier editions may refer to tools, examples or requirements that have since changed.
Level: Level 6. This page describes subject learning. A full regulated qualification, external examination or awarding-body registration is a separate offer.
Review the curriculum for the lessons, resources and knowledge checks available. Live teaching, personal feedback and external examination fees are included only where the selected offer expressly states this.
Lecture Title: Customer Analysis
Lecture Title: Customer Analysis
Lecture Title: Strategic alliances and networks
· Outline:
o Defining strategic alliances and networks and their growing importance in competitive strategy.
o Drivers for forming strategic alliances and networks (e.g., market access, resource sharing, risk reduction, technology acquisition).
o Different types of strategic alliances (e.g., joint ventures, equity alliances, non-equity alliances).
o Characteristics of successful strategic alliances and networks (trust, commitment, communication, shared goals).
o The role of marketing within strategic alliances and networks.
o Managing the complexities of alliances and networks: partner selection, governance, conflict resolution.
o The strategic implications of network structures for competitive advantage.
o Evaluating the performance of strategic alliances and networks, as discussed by Hooley et al.
· Learning Outcomes:
o Knowledge: Understand the concepts of strategic alliances and networks, the reasons for their formation, and the different types and characteristics of successful collaborations (IFATE: K1, K6).
o Skills: Be able to analyze the strategic rationale for alliances, identify key factors in partner selection and management, and understand the role of marketing within these collaborative structures (IFATE: S1, S3).
o Behaviours: Demonstrate a collaborative mindset, an understanding of the importance of building and maintaining relationships, and strategic thinking in leveraging alliances for competitive advantage (IFATE: B1, B4).
Lecture Title: Strategic alliances and networks
· Outline:
o Defining strategic alliances and networks and their growing importance in competitive strategy.
o Drivers for forming strategic alliances and networks (e.g., market access, resource sharing, risk reduction, technology acquisition).
o Different types of strategic alliances (e.g., joint ventures, equity alliances, non-equity alliances).
o Characteristics of successful strategic alliances and networks (trust, commitment, communication, shared goals).
o The role of marketing within strategic alliances and networks.
o Managing the complexities of alliances and networks: partner selection, governance, conflict resolution.
o The strategic implications of network structures for competitive advantage.
o Evaluating the performance of strategic alliances and networks, as discussed by Hooley et al.
· Learning Outcomes:
o Knowledge: Understand the concepts of strategic alliances and networks, the reasons for their formation, and the different types and characteristics of successful collaborations (IFATE: K1, K6).
o Skills: Be able to analyze the strategic rationale for alliances, identify key factors in partner selection and management, and understand the role of marketing within these collaborative structures (IFATE: S1, S3).
o Behaviours: Demonstrate a collaborative mindset, an understanding of the importance of building and maintaining relationships, and strategic thinking in leveraging alliances for competitive advantage (IFATE: B1, B4).
Lecture Title: Strategy implementation and internal marketing
· Outline:
o The importance of effective strategy implementation for marketing success.
o Key elements of successful marketing strategy implementation: organizational structure, resource allocation, skills and capabilities, internal communication, reward systems.
o Understanding the concept of internal marketing: viewing employees as internal customers.
o The role of internal marketing in aligning employees with marketing goals and customer needs.
o Developing an internal marketing plan: internal communication strategies, training and development, motivation and engagement.
o Aligning internal marketing efforts with external marketing strategies.
o Overcoming internal barriers to strategy implementation.
o Measuring the effectiveness of strategy implementation and internal marketing, as discussed by Hooley et al.
· Learning Outcomes:
o Knowledge: Understand the critical factors for successful marketing strategy implementation and the principles and importance of internal marketing (IFATE: K1, K6).
o Skills: Be able to analyse organizational factors that facilitate or hinder strategy implementation and develop an internal marketing plan to support external marketing objectives (IFATE: S1, S3).
o Behaviours: Demonstrate an understanding of the importance of internal alignment and employee engagement in achieving marketing success and the ability to foster a customer-centric internal culture (IFATE: B1, B4).
Lecture Title: Strategy implementation and internal marketing
· Outline:
o The importance of effective strategy implementation for marketing success.
o Key elements of successful marketing strategy implementation: organizational structure, resource allocation, skills and capabilities, internal communication, reward systems.
o Understanding the concept of internal marketing: viewing employees as internal customers.
o The role of internal marketing in aligning employees with marketing goals and customer needs.
o Developing an internal marketing plan: internal communication strategies, training and development, motivation and engagement.
o Aligning internal marketing efforts with external marketing strategies.
o Overcoming internal barriers to strategy implementation.
o Measuring the effectiveness of strategy implementation and internal marketing, as discussed by Hooley et al.
· Learning Outcomes:
o Knowledge: Understand the critical factors for successful marketing strategy implementation and the principles and importance of internal marketing (IFATE: K1, K6).
o Skills: Be able to analyse organizational factors that facilitate or hinder strategy implementation and develop an internal marketing plan to support external marketing objectives (IFATE: S1, S3).
o Behaviours: Demonstrate an understanding of the importance of internal alignment and employee engagement in achieving marketing success and the ability to foster a customer-centric internal culture (IFATE: B1, B4).
