Synopsis

Market dynamics and its evolutionary changes force firms to gain strategic insights in order to develop intelligence to survive the intense competition hence it is imperative to study strategic marketing management.  This course focuses on formulating and implementing strategic measures.  Although it is taken at the business level, it contributes to the overall management decision making.  Topics covered include corporate business strategies, marketing management process, understanding consumer behaviour, developing strategic marketing programmes that include marketing communications and the increasing importance of e-marketing.

Credit Value

4 

Course Learning Outcomes

At the end of the course, students will be able to:

• Describe the dynamism of the marketing environment and its impact on organization's marketing strategies. 
• Apply relevant marketing theories and models to various marketing contexts. 
• Relate the environmental impact on the firm's planning, strategies and practices. 
• Construct appropriate customer driven marketing strategies for an effective and efficient marketing programme.