Course overview
This course teaches students how to construct a professional, comprehensive marketing strategy and plan. Students undertake internal and external analyses of a firm, develop objectives and a marketing strategy to accomplish them. The course also examines the topics of ethical issues in marketing, as well as how managerial beliefs and biases may hinder effective marketing strategy. The course also examines a broad range of strategy concepts, knowledge of which form valuable context for managerial decisions in line with the aims of the program.
Course learning outcomes
- Analyse the internal and external environment faced by a firm, including analysis of firm or market-based data as well as an ability to make links between trends, factors in that data or information
- Set strategic marketing objectives and direction and argue why they are appropriate choices
- Devise marketing strategies, tactics, programmes and budgets
- Write a marketing plan
- Identify and discuss a range of strategy concepts and how real firm’s marketing strategies reflect these underlying concepts
- Understand ethical issues in marketing strategy
Degree list
The following degrees include this course