This module provides an overview over strategic marketing issues. Strategic marketing includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic situation of an organisation and the formulation, evaluation, and selection of market-oriented strategies and programmes. How organisations plan, develop, and implement market-oriented strategies and programmes is the focus of this module. The module provides a systematic approach that focuses on real-world applications to enable students to relate and apply theoretical insights to marketing strategy, to improve students’ ability in analysing business cases, brainstorming, and communicating ideas, and to prepare students for the possible pursuit of a career in marketing and/or a master’s in marketing/management.
BUS226 - Strategic Marketing - 2023/24
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