Strategic Marketing

Learn to think in the terms of a professional marketer

Strategic Marketing Summer School

Strategic Marketing

This Summer School course will review and appraise contemporary marketing strategy, literature and practice to provide you with a comprehensive understanding of marketing and business strategy. You will be taught to think in the mindset of a professional marketer, read and evaluate specialist marketing literature and apply strategic marketing concepts to the global digital economy.

Topics covered will include:

  • Key marketing concepts and definitions
  • Key business strategy concepts
  • Delivering competitive advantage through strategic marketing
  • Marketing management in a global context
  • The changing role of digital technologies in marketing

Further information about Strategic Marketing is available in the course outline.

 

Teaching methods

Delivered by a mix of face-to-face lectures and classes. Lecture content and class material will be made available through an interactive online teaching and learning hub – The Summer School Hub.

Workshops will use interactive simulation, case studies, structured discussions and in-class exercises to demonstrate the application of concepts as you learn. You will also be expected to complete significant private study, exam preparation and group assignment work outside of your scheduled classes.

 

Assessment

  • One group assignment (interactive simulation) – (30% of final mark)
  • One final individual examination – (70% of final mark)

Imperial College London will issue an official transcript with a final overall numerical mark – a breakdown of results will not be provided.

Imperial College London reserves the right to change or alter the courses offered without notice.

 

Guest speakers and trips

Guest speakers such as recent Business School alumni working in relevant industries will visit the Summer School. Recent guest speakers include the Assistant Vice President of Digital Adoption & Communications (Barclays) and the Regional Marketing Director, NEU at OpenText. Trips will also be organised to compliment your learning, for example previous classes visited the Museum of Brands and took part in a Retail Design Tour.

In 2017, guest speakers will include Hel’s Angels, a brand engagement and live events agency who have worked with clients such as Airbnb, BOSCH and Waitrose. Other guest speakers and trips for 2017 will be confirmed nearer the time.

The Strategic Marketing Summer School course is designed to immerse students in contemporary global marketing. Marketing foundation concepts are framed in a strategic context demonstrating the vital contribution of marketing to global business development. The course is forward looking, exploring the key challenges and influences on the area. The impact of digital marketing, marketing analytics and green marketing are all explored. The course is relevant to students who have a general interest in the corporate world or those who are planning to be a marketing practitioner.

Colin LoveProgramme Director

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MSc Strategic Marketing

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