Program Overview

Strategic Marketing

Online course description

This online course takes an in-depth view of the contemporary marketing environment. It covers key concepts, models, and frameworks in the marketing discipline and explores marketing as a strategic business function in corporate strategic planning. It explores how organisations can take innovative and integrated approaches to marketing planning, drawing from current trends and challenges of an ever-changing marketplace. The course provides the knowledge and skills that enable effective decision-making at all stages of the marketing planning process. You will develop an understanding of the critical role that marketing plays in achieving organisational objectives. Businesses can obtain a sustainable competitive advantage through an in-depth understanding of the industry and competition.

Learning outcomes

On successful completion of the course, you will be able to:

• Critically evaluate the role of marketing in the achievement of organisational objectives
• Critically analyse the factors in the organisation’s marketing environment and their impact on the marketing of a product or service
• Develop a marketing plan for a product or service

Course content

During the course, the following topics are discussed:

• Strategic marketing as a management process and tool
• Marketing ethics dilemmas
• Audit of the external and the internal environments
• The role of stakeholders
• Marketing data
• Identifying consumer and target market(s)
• Formulating marketing goals and objectives
• Developing a marketing plan for a commercial or a social organisation
• Understanding control and performance indicators
• Measuring marketing outcomes

Pace of study

For this short online course, we recommend about 20 hours of study per week to complete one 20-credit module over a 10-week trimester.

Assessment method

This course is assessed through 100% coursework with a range of methods, such as essays, research reports, presentations, group work and practical reports which will be handed in and assessed at the end of the 10 week trimester. There will be 1/2 virtual classrooms over the 10 week trimester and if you are unable to attend you will be able to download the session to view in your own time.

Fees and funding

UK/EU fee

£875 (2024/25) ‡

International fee

£875 (2024/25) ‡

2025/26 for new entrants

Starting between September 2025 and August 2026.

• UK/EU fee: £905
• International fee: £905

About your fees

Prices are correct for the year of entry shown. These are subject to annual increase in subsequent academic years.

Course requirements

You will need to have a HND, foundation degree or equivalent qualification in a business-related field or 240 credits from a business-related qualification. Other professional business qualifications that equate to a HND level may be considered eg BTEC level 5, CMI level 5, Edexcel level 5, CIMA (Chartered Institute of Management Accountants).

English language qualifications

If English is not your first language you will need an English language qualification. For this course you will need at least one of the following:

• IELTS (International English Language Testing System) 6.0
• TOEFL 550 (paper based) 213 (computer based) or 80 (internet based)
• Pearson Test of Academic English: 51
• Cambridge Advanced Certificate: Pass
• London Tests of English: we accept level 4 for undergraduate courses
• International GCE O-level English Language: Grade C
• International GCSE English/English as a Second Language: Grade C

Documents to support your application

In order for your application to be assessed, you will need to provide the following documents when you apply:

• Official photo identification such as a passport or driving licence
• Current CV
• Copies of certificates and transcripts or a letter of testimony for previous qualifications*

*Documents not in English or Welsh must be accompanied by a certified translation by a professional translator/translation company. Each translation must contain:

• Confirmation from the translator that it is an accurate translation of the original document
• The date of the translation
• The full name and signature of the translator, or an authorised official of the company
• The translator’s contact details

A list of approved translators can be found on the UK Government website.

Who will teach you

Dr Valentina Gorchakova

Programme leader

Senior Lecturer in Business and Management, Dr Valentina Gorchakova, returned to academia after a number of years working in business, including running a start-up company in marketing and events, and for the UN Development Programme. Valentina joined the University of Derby Online Learning in 2017 and became a Programme Leader of the BSc (Hons) in Business and Management in 2018.