Strategic Marketing ManagementModule Details

Background and Rationale

This course encompasses marketing strategy elements and their integration. Focus will be upon developing the student’s abilities to apply various principles and theories to specific problems. Competitive marketing strategies are introduced and theories are applied to different economic environments as well as to different competitive environments. By encouraging a practical approach to strategy, students will engage in interactive problem solving and contemporary case analysis. The course aims to help students develop an appreciation for the relationship between marketing and the other functional areas of business in order to develop marketing strategies and plans that fit a variety of market environments.

Learning Outcomes

At the end of the course students will be expected to:

1)    Explain marketing and associated strategy concepts and ideas and compare key principles of marketing strategy.
2)    Interpret marketing research to make improved marketing decisions.
3)    Examine a competitive market and recommend an appropriate market entry strategy for a product or service, along with appropriate pricing recommendations.
4)    Develop a marketing strategy using an understanding of customer behaviour.
5)    Design an appropriate channel of distribution for a product, including retail distribution.
6)    Recommend the appropriate metrics to measure performance for a variety of online campaigns.
7)    Apply knowledge of sales management and institutional buying in order to craft an appropriate approach and offer to an institutional buyer.
8)    Apply market analysis to determine whether to target future growth domestically or internationally, and determine the viability of launching an established product into a new international market.