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Unit Summary
Pre-requisites
Unit aim
Presents a set of normative procedures that can be utilised to generate a range of innovative strategic options and a basis to choose a rational program for action. Issues in strategic marketing planning will be explored in depth and at a relatively advanced level. Understanding of the conceptual and theoretical basis of strategy is developed in an applied context.
Unit content
Module 1: Introduction to Strategic Marketing
Module 2: Strategic Marketing and the Environment
Module 3: Customer and Competitor Analysis
Module 4: The Evolving Marketing Mix
Module 5: Strategic Implementation
Module 6: Marketing in the Twenty-First Century
Learning outcomes
Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.
| On completion of this unit, students should be able to: | |
|---|---|
| 1 | identify and analyse marketing problems using appropriate tools and frameworks |
| 2 | create, communicate and defend well-justified, realistic marketing recommendations in written form |
| 3 | organise for effective strategic marketing and implementation of the market planning process. |
On completion of this unit, students should be able to:
- identify and analyse marketing problems using appropriate tools and frameworks
- create, communicate and defend well-justified, realistic marketing recommendations in written form
- organise for effective strategic marketing and implementation of the market planning process.
Prescribed texts
- No prescribed texts.