Strategic Marketing for Innovation seeks to deepen the student's knowledge of marketing principles and practice. It takes a resolute strategic perspective in order to comprehend the allocation and development of marketing resources in challenging market contexts. It analyses the complexity of marketing decision making at a senior level in the firm and encourages the student to understand the role of the marketing manager and, in a more integrated context, its role in innovation and technology development.
Segmenting, targeting and analysis
Customer value propositions
Market entry modalities
Market analysis
Market orientation
Research for high technology products
Competitive strategy
Digital marketing strategy
Marketing technology
Evolution of marketing strategy across the product life cycle
Relationship Marketing Strategies: Defining relationship marketing. Transaction v's relationship based marketing. Phases and stages of relationship marketing. Customer relationship management strategies. Implementation of loyalty programmes and reward systems.
B2B marketing
Key account management
Combination of lectures, workshops and guest lecturers
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 60 |
| Other Assessment(s) | 40 |