Course Resources Archive

This student-led and action-oriented module focuses on the dynamic marketing processes deployed by the organisation to holistically manage the creation and realisation of value by developing and implementing marketing strategies, thereby creating a sustainable differential advantage for the firm.

Topics include:

1. How marketing strategy adds value to the overarching vision, mission, financial and societal objectives of firms in private, public and third sectors.
2. Strategic marketing principles (theory, models, practice and policy) pertaining to situation analysis of the firm's environment and its ability to sense-and respond via (i) the strategic options available to the firm based on its current strategic assets or competencies; (ii) the resource & competitor implications of the chosen strategy; and (iii) formulation of a marketing plan to enact the strategy.

A student passing this module should be able to:

1. Demonstrate an in-depth knowledge of marketing planning processes by utilising the various marketing theories, concepts & modules which underpin the plan formulation and implementation. (PLO 1)
2. Critically evaluate case material using a wide variety of marketing techniques, models and concepts. (PLO 2)
3. Indentify the importance of contemporary issues in the formulation of marketing strategies, including, sustainability, globalisation and Corporate Social Responsibility (PLO 3)
4. Develop skills in problem solving: through case study analysis. (PLO 4)
5. Develop skills in the capacity for independent andself-managed learning; and the ability to personally reflect on evidence and exercise judgement in a range of situations. (PLO 5)
6. Communicate effectively in writing and through presentations (PLO 6)

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.