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Marketing Strategy & Planning

Key information

  • Module code:

    6SSMN315

  • Level:

    6

  • Semester:

      Spring

  • Credit value:

    15

Module description

What is the module about?

This module aims to provide a comprehensive introduction to marketing strategy and planning. It will endeavour to advance students’ knowledge of the marketing concept and its implementation, including how to serve customers better, create value, understand competitive advantage, limit competition, and the associated control and metrics.

Who should do this module?

This module will be useful if you would like to specialize in marketing or if you want to get a better idea of how marketers strategize in the business world. 

Assessment details

50% Group Coursework

50% Individual Coursework

Teaching pattern

Weekly workshops

Suggested reading list

Key text

  • West, Douglas C., John Ford, and Essam Ibrahim (2015) Strategic marketing: creating competitive advantage, Oxford University Press.

Supplemental text

  • Palmatier, Robert W. and Sridhar, Shrihari (2017) Marketing Strategy: Based on First Principles and Data Analytics, Palgrave Macmillan.
  • Aaker, David A. and McLoughlin, Damien (2010) Strategic Market Management: Global Perspectives, John Wiley & Sons.
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Subject areas

Department

Module description disclaimer

King’s College London reviews the modules offered on a regular basis to provide up-to-date, innovative and relevant programmes of study. Therefore, modules offered may change. We suggest you keep an eye on the course finder on our website for updates.

Please note that modules with a practical component will be capped due to educational requirements, which may mean that we cannot guarantee a place to all students who elect to study this module.

Please note that the module descriptions above are related to the current academic year and are subject to change.