Overview

The content will include an introduction to marketing strategy and management, concepts and practices in relation to among others relationship and entrepreneurial marketing, the various strategic options available to marketers and the auditing tools used by them in analysing their competitive positioning and marketing environment.

Learning Outcomes

• Analyze and evaluate strategic marketing concepts, models and processes to case-study organisations.

• Demonstrate an understanding of the analytical and evaluative approach to competitor analysis.

• Evaluate professional/commercial and academic literature.

• Examine the nature of marketing strategy in contemporary and changing organisational environments.