Course Brief

The module aims to review the nature and scope of marketing strategy and evaluate how strategies are developed given different organisational contexts.

The module considers that strategy is a fundamental pattern of present and planned objectives, resource deployments and interactions of an organisation with markets, competitors and other environmental factors.

It lays the foundation by appraising the mechanics of marketing strategy, considering the evolving models and practices that are essential to the development and implementation of strategy, examines contemporary issues and problems that dominate the thinking of marketing executives as they establish and execute a range of marketing strategies.

  • 40 Contact Hours

Upon successful completion of this module, students will have demonstrated:

K1. Critical understanding of the nature of Marketing Strategy and its significance for the organisation.
K2. Critical understanding of the drivers and factors affecting the choice of marketing strategies.
K3. Critical understanding of appropriate models and techniques that aid the strategic marketing process.
K4. Critical understanding of contemporary marketing issues and problems in a strategic context.

S1. Research skills
S2. The ability to interpret advanced information and marketing data handling skills.
S3. The ability to assess communications skills to develop effective relationship Marketing.

Students will be required to submit one piece of summative assignment which will assess their knowledge of the Marketing syllabus in detail.