Course aim:
To enable students to critically evaluate and develop a marketing strategy for an organisation.
Topics may include:
- Strategic review from a marketing perspective:
○ External review
○ Internal review – marketing function audit
- Competitor analysis.
- Market and customer analyses and profiling.
- Functional strategies – distribution channels, value chain, physical distribution, promotion, product strategies, pricing, integration with sales function, digital considerations.
- Implementation and management of marketing strategy.