The module considers strategic marketing decisions and their implications for organisations in regard to achieving their goals and objectives. It focuses on employing a market-led strategic approach to decision making through providing value to customers and developing a sustainable competitive advantage. The module adopts a planning perspective on marketing decision making which involves assessing the external and internal dimensions of the strategy process. It considers alternative strategic options in terms of market and product alternatives, their evaluation and selection, programmes for effective implementation, and measures for establishing performance. Contemporary competitive marketing forces are considered together with the application of strategic decision making to marketing in a range of different organisational contexts.
Pre-requisite: Introduction to Marketing MANG1015