Product Market Strategies
| Module Convenor: Vicky Story |
| Module Content: 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. |
| Module Aims: 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. |
| Module Assessment: 1.5 Hour Examination (40%); Group Project (3,000 words) (50%); Group Presentation (10%) |
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