|1.||Critique whether formal planning procedures assist organisations in developing better marketing strategies and present this through individual and group based tasks;|
|2.||Critically evaluate strategic management philosophies including the assumptions behind segmentation, targeting and positioning and outline these in both individual and group based work;|
|3.||Generate and evaluate a range of alternative strategies in meeting the organisation's objectives;|
|4.||Formulate a marketing strategy based on justifying and interpreting theoretical propositions in evidence-based professional decision-making; and|
|5.||Defend and justify the implications of alternative theoretical frameworks associated with applying alternative strategic marketing plans and elucidate these through individual and group-based assignments.|
|Test||Questions and Case Study||10%|
Marketing Strategy and Competitive Positioning (6th Ed.)
Hooley, G, B., Piercy, N., Nicoulaud, B., & Rudd, J. (2017).
Essex, UK: Pearson.
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