Strategic Marketing

This module aims to equip you for a career in strategic marketing management in various industries, which may include among others fast moving consumer goods and retailing, automotive, consulting services or the luxury sector.

It is essential for students to obtain a solid understanding of various perspectives on strategy and to develop the ability to evaluate, design and implement sustainable and profitable marketing strategy. The module combines a critical academic perspective on strategy research with applied and practicable models and frameworks essential to developing strong marketing plans. The module aims to stimulate the student's thinking around such questions as:

• Why do some products or services succeed and others fail?
• How do you design a profitable and sustainable marketing strategy?
• What are the challenges involved in developing and implementing marketing strategy?
• Is marketing strategy a planning framework or improvised practice?