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Strategic Marketing Decisions

When you'll study it
Semester 2
CATS points
15
ECTS points
7.5
Level
Level 7
Module lead
Fenfang Lin
Academic year
2021-22

Module overview

The focus of Strategic Marketing Decisions is on the nature of competitive strategy in a global context. It aims to examine how, in such a dynamic environment, competitive advantage might be developed through strongly differentiated positioning and exploited in a cost-effective manner. Its emphasis is on where and how the organization competes and, in doing this, highlights the strategic marketing significance of brands, innovation, alliances and relationships and e-marketing.

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