The systematic approach that underpins this unit allows students to analyse, evaluate and apply advanced marketing frameworks, concepts and methods to make strategic marketing decisions that sustain a broader corporate strategy. The unit design and content ensures that students contextualise theoretical propositions, use evidence-based corroboration and empirical knowledge to develop the most appropriate strategies in a given context. The unit's focus is on the development of a marketing strategy within the scope of a company’s overall objectives.
On successful completion of this unit, students will be able to:
This unit is studied as part of the following course(s):