Course overview
The course aims to develop students ability to identify and analyse strategic marketing issues, and to develop strategies to address marketing problems and capitalise on opportunities. The course builds on students previous understanding of a range of core marketing concepts and aims to support the synthesis of this understanding as they learn the processes involved in the development of marketing plans. The course builds students skills in critical- and creative-thinking in strategic contexts, both of which are becoming increasingly demanded in industry.
Course learning outcomes
- Describe the components of a marketing plan
- Analyse data in order to develop informed strategies as part of a marketing plan
- Apply marketing planning principles and frameworks to develop a marketing plan
- Identify appropriate strategic courses of action for an organisation, along with the advantages and disadvantages of different strategies
- Contribute to strategic thinking and decision making within an organisation
- Solve marketing strategy problems
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