Course overview
This course will develop each student's ability to identify, analyse, conceptualise and form an opinion on strategic issues relevant to business and marketing planning; and to synthesise innovative solutions to everyday business and marketing problems. This course encourages students to explore the literature and develop their understanding of the principles of business and marketing planning so that they can apply them to the practical situations that they may encounter in their career. Topics include the marketing planning process, development of competitive advantage, specific strategies for internationalisation and strategies for conducting business over the internet. Students will also learn how to use different tools to plan, implement and evaluate business and marketing strategies.
Course learning outcomes
- Describe the components of a marketing plan.
- Develop strategies for a marketing plan.
- Apply course knowledge to develop a marketing plan.
- Identify appropriate courses of action, along with the advantages and disadvantages of different approaches.
- Contribute to strategic thinking and decision making within an organisation.
- Demonstrate Business Enterprise Skills in the context of the Marketing discipline: i) Problem Solving (advanced level); ii) Ethical Awareness (intermediate level); and iii) International Perspective (intermediate level).