Introduction

Strategic marketing plays a crucial role in navigating the complexities of today’s competitive business landscape. This course examines contemporary challenges such as digital disruption, innovation, and the evolving needs of consumers. Learners will develop the skills to integrate marketing strategy with overall business objectives, ensuring an adaptable and resilient approach to market changes. This course covers tools for environmental analysis, competitive strategy, and organisational alignment, enabling students to formulate and implement strategic marketing plans that drive long-term growth and address emerging global business trends.

Learning Outcomes

• Understand the principles of strategic marketing management.
• Understand the key innovative business drivers for organisational success.
• Understand the models and process of analysing business environment and design of strategic marketing in different contexts.
• Understand the process of implementation of strategic marketing in different contexts.