Unit details
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Learning Outcomes
1. | Critique the formal planning procedures to assist organisations in developing better marketing strategies; | ||
2. | Critically evaluate strategic management philosophies including the assumptions behind segmentation, targeting and positioning; | ||
3. | 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. |
Assessment
Assessment type | Description | Grade |
---|---|---|
Presentation | Presentation and discussion | 25% |
Case Study | Case Study on marketing strategy (Group) | 35% |
Report | Strategy Plan | 40% |
Required reading
Marketing Strategy and Competitive Positioning (6th Ed.)
Hooley, G, B., Piercy, N., Nicoulaud, B., & Rudd, J. (2017).
Essex, UK: Pearson.
Marketing Strategy and Competitive Positioning 7th ed
Hooley, G., Nicoulaud, B., Rudd, J. and Lee, N. (2020)
Pearson: Harlow.
Where to next?
As part of a course
This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.
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