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. Please note that this unit will
{only }be available to students who have completed 51369 Marketing
Research Project.