Pre-requisite: 51361+51362
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 includes a proposal for the second assignment.