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This course covers integrated marketing mix planning and control in the context of marketing strategy formulation. The course considers marketing strategy as a link between corporate strategy, business unit strategy, and marketing mix management. It does so by developing and assessing thematic marketing strategies as sources of sales from the standpoints of growth, share, and profitability.
The course considers customer-oriented and alternative approaches to market definition, target market selection, positioning, and segmentation decisions using a range of conceptual, formal modelling, and case analysis methods.