This unit explores strategy and the implications for marketing. You will consider the broad external environment, current issues and challenges facing directors, senior managers and entrepreneurs in guiding the long-term development of organisations. The objectives of organisations and the means of achieving these objectives through the mobilisation and deployment of assets and resources and the integration of the various functions of the organisation will be the focus of the unit. You will most specifically:  Understand and develop strategy; think strategically;  Research, develop and demonstrate expertise in understanding the global business environment in which the modern organisation operates gaining confidence in handling current affairs and relating these to organisations’ strategies;  Identify and evaluate political, economic, social and technological developments relevant to organisational strategies;  Apply a range of skills in developing business and marketing strategies for different environments and opportunities that can harmonise the organisations’ objectives, capabilities and resources

Course Details

Indicative content:

Core concepts of strategy and marketing

Understanding and developing strategy

External and Internal environment analysis

Evaluating political, economic and social change

CSR and ethical considerations

Globalisation and technology

Global brand management

Corporate and Business strategy; segmentation analysis

Scenario analysis and creative destruction

Implementation of business and marketing strategy

Current Offerings