To enable the student to understand and make strategic and tactical marketing decisions.
Overview: The Role of Marketing
Overview of the role of Marketing, The nature of competitive marketing andcompetitive advantage, marketing planning and strategy formulation.Ethics and Social responsibility
The Marketing Environment
Developments & Prospects
Analysis for Marketing Decisions
Information analysis, the use of market research, Research applications, customer analysis, market measurement and forecasting, industry analysis, competitor analysis,
Analysing Company Capability
The marketing audit, marketing strategy models - product portfolio, matrix models
Decision Making
market analysis, segmentation & competitive positioning; product management issues, new product development, branding, pricing decisions, communication and promotion decisions, distribution and channel management strategy
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |