• Semester 1 (Day)
• Semester 1 (External)

Pre-requisite: 51361+51362

Synopsis

This  unit  concentrates upon a systematic approach to the development
of  marketing strategy in organizations.  The major premise underlying
the  unit  is  that  strategic marketing decisions can  be  invariably
improved if a logical, systematic series of steps are followed  during
the  formulation  process.   The nature,  relevance  and  benefits  of
strategic  market planning cannot be overemphasized as a pre-requisite
to  effective marketing and hence business performance.  Case  studies
on  marketing strategy development are utilized throughout  the  unit.
Students  are  required  to  read extensively  in  the  literature  on
marketing strategy.  Assessment takes the form of two assignments  and
an  end-of-semester examination.  The first assignment takes the  form
of a proposal for the second assignment.