BUSN9017 Marketing Strategy and Decision Making

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Overview

This topic introduces students to the topic of marketing strategy and how decisions are made when determining the best strategy. It provides an appreciation of where marketing strategies fit within the overall corporate and business strategies of an organisation, and the importance of these. The topic explains how the focus … For more content click the Read More button below.

This topic introduces students to the topic of marketing strategy and how decisions are made when determining the best strategy. It provides an appreciation of where marketing strategies fit within the overall corporate and business strategies of an organisation, and the importance of these. The topic explains how the focus of marketing plans will vary according to the stage of the product's life cycle. Other key subject areas will include the marketing mix, target marketing, consumer segmentation, and strategic market planning.

Topic availabilities

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Tuition pattern

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Aims

This topic aims to provide students with:

The fundamental theories relating to strategic marketing
Knowledge to recognise the strategic aspects of marketing and understand how the marketing strategy fits within the overall business strategy of an organisation
An appreciation of the effects of the product life cycle on marketing plans, and the marketing mix, which includes product, price, promotion and distribution
The skills necessary to decide between different marketing strategies and marketing plans for businesses

Learning outcomes

On completion of this topic you will be expected to be able to:

Explain various marketing concepts, their connection with marketing strategies and their application in a marketing plan

Examine and analyse the internal and external environment that influences strategies and decisions

Identify tools and models for developing marketing strategy and planning

Critique concepts and theories in relation to marketing strategies and planning

Identify the best approach amongst different alternatives when determining marketing strategy

Communicate well in a group environment and work collaboratively

Develop a concise marketing plan

Use marketing planning concepts and critical thinking to provide the rationale for strategic decisions

Assessments

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Handbook

Marketing Strategy and Decision Making