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Marketing Strategy

This subject is available under ICMS undergraduate degrees, please click the button below to find an undergraduate course for you.

Subject Code:


Subject Aim:

Strategic marketing encompasses the integration of marketing strategy elements which together are designed to secure a sustainable competitive advantage in the changing business marketplace.

This subject develops students’ ability to apply strategic marketing principles, theories and related marketing law aspects to specific problems, competitive situations and environments. The focus is on a customer-orientated approach to the marketing organisation, market definition, and market segmentation, as well as an entrepreneurial approach to strategic choice.

Learning Outcomes:

a) Critique strategic marketing concepts and theories and their application to business.

b) Evaluate the current marketing situation of a business in a changing marketing environment.

c) Apply appropriate models and theories to develop marketing strategy in mature and declining markets.

d) Reflect on the legal and regulatory resources required by a professional marketer when developing marketing strategy.

Student Assessment:

(G)* = Group Assessment