Strategic Marketing
Duration for this module
5 days
Assessment
100%: Individual assignment – 3000 words
Aims:
- To introduce the theory and practice of marketing management.
- To recognise the complexity of buying behaviour in global markets.
- To critically investigate managerial practices in marketing.
- To develop a contingent approach to markets and managerial options
By the end of this unit, the student should be able to:
- Have a thorough knowledge of the main theories of Marketing.
- Be able to recognise the strengths and weaknesses of current theory in Marketing.
- Have a broad knowledge and understanding of the interactions between external environmental factors and managerial thinking and acting.
- Be able to analyse case studies to propose potential solutions to marketing problems.
- Be able to understand the processes of marketing decision making.
- Have an awareness of conducting research into marketing problems.
- Have an awareness of analytical frameworks and their application.
