Product Market Strategies
|Module Convenor: Vicky Story|
Marketing strategy and business performance, strategic marketing planning, understanding the market environment,market segmentation, product and market life-cycles, competitive advantage, the nature of competition, strategic choice and the evolution of markets, developing and analysing strategic options, implementing marketing strategies.
To analyse the issues surrounding the development of competitive marketing strategies. To evaluate the importance and application of strategic marketing tools and techniques. To examine the relative merits of marketing strategies in different marketing environments.
1.5 Hour Examination (40%); Group Project (3,000 words) (50%); Group Presentation (10%)
Back to Module List