Marketing strategy and planning are market-orientated processes used to establish a profitable and sustainable market position for any organisation, taking into account the forces that determine industry competition.
This module builds on students understanding of basic marketing theory, principles and practice and uses the marketing planning framework to develop knowledge and skill in strategy formation, implementation and evaluation. During the module students will explore the interface between marketing and business strategy. This will help students to critically evaluate and gain practical experience of the way in which marketing contributes to the development and implementation of organisational strategy and the impact of changes in the external environment on marketing decisions and performance.
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