Marketing Strategy and Analytics

• • Marketing Strategy: Introducing a first principles approach
  • Marketing Principle #1: All customers differ Managing customer heterogeneity Macro environment and SWOT analysis
  • Marketing Principle #2: All customers change Managing customer dynamics
  • Marketing Principle #3: All competitors react Competitive advantage
  • Buyer behaviour: Consumer and business buyer behaviour
  • Marketing Principle #3: All competitors react Managing sustainable competitive advantage Brand based SCA
  • Marketing Principle #3: All competitors react Managing sustainable competitive advantage Relationship Marketing and Management
  • Marketing mix decisions: Marketing Principle #4: All resources are limited Managing resource trade-offs
  • Implementing Marketing Strategy: Final Insights Learning Outcomes
  • The Next Step Learning Outcomes
  • Review Learning Outcomes

No eligibility requirements

Additional requirements

No additional requirements

Strategic marketing decision-making plays a vital role in the success or failure of both business and not-for-profit organisations. This subject introduces important strategic marketing concepts and techniques for achieving success, and explains how to develop and manage them in a competitive fast-changing environment.

• Strategic Marketing Plan Analysis (30%)
• Strategic Marketing Plan (35%)
• Pitch Presentation (35%)

For textbook details check your university's handbook, website or learning management system (LMS).