10 cp Prerequisites MKTG600 Marketing Management Teaching Organisation 3 hours per week for twelve weeks or equivalent.
This is an advanced course that integrates the knowledge of market and competitor analysis with strategic business considerations, to achieve superior performance in sales growth, market share and profit contribution. It is designed to introduce the various topics in strategic marketing such as organisational strategy; defensive strategies; competitive and life-cycle strategies at the level of the business unit; portfolio analysis, diversification and differentiation; social, ethical, technological and global issues as they impact on marketing performance. Besides understanding the theoretical foundations, participants are required to address the application of marketing principles in real life or simulated situations. Pragmatism is the main thrust of the course. The program is devised to stimulate learning by doing and as such the course requires you to use your knowledge via case studies and projects.