Course overview
The course examines the development and implementation of marketing strategy by providing an understanding of the key considerations when developing marketing strategies. Topics: environmental analysis, portfolio analysis, product-market definition, business models, competitive analysis, strategic approaches and marketing strategy implementation. This course requires that students have a strong foundation of marketing knowledge gained from Introduction to Marketing (in particular a knowledge of market segmentation).
Course learning outcomes
- Undertake analysis of consumer and business needs to identify changing market segments.
- Explain and evaluate strategic options for a firm given an understanding of a segmented market context.
- Undertake a competitor analysis within a segmented market context.
- Identify suitable positioning characteristics and position a product within a market segment context.
- Work effectively as a team member.