Introduction

This course provides an in-depth exploration of marketing fundamentals and the evolving challenges faced by modern marketers. With a focus on strategic thinking and the application of marketing principles across different contexts, learners will study the vital role of the marketing function in organisational success. From entrepreneurial startups to large global brands, this course covers the theoretical frameworks and practical approaches required to adapt marketing strategies in response to rapidly changing business environments. Topics include marketing mix development, internal and external environmental analysis, and how strategic decisions influence an organisation’s market positioning and competitive advantage.

Learning Outcomes

• Understand the role of the marketing function, leaders and entrepreneurial marketing in the success of an organisation.
• Understand external and internal environmental audits for designing marketing planning.
• Understand the impact of strategic marketing options for marketing planning.
• Understand the impact of marketing mix and extended marketing mix options for products and services.