The aim of this unit is to focus on marketing planning and strategy. Marketing strategy is fundamentally concerned with understanding changing market and environmental landscapes, with a view to identifying trends and new business opportunities. The ability to develop sustainable, long term strategies to meet future demand depends on a rich understanding of the direction for change and the underlying drivers of those changes. The unit introduces students to strategic analysis and planning, strategic research methods and advanced written communication skills used to present complex reports.
On successful completion of this unit, students will be able to:
This unit is not compulsory for any specific course. Depending on the course you study, this unit may be taken as an elective.