Marketers are presented with many complex choices in the context of a future that is inherently uncertain. This module will enable you to take a strategic approach to planning that achieves a sustainable competitive advantage.
Aims of the module
This module recognises the significance of situation analysis and introduces techniques for assessing external and internal environments to enable effective decision making. It outlines the importance of all stages within the marketing planning process, from audit, through strategic decision making, to implementation of plans; and how managing resources, employing monitoring and measurement techniques enable the achievement of strategic marketing objectives.
- Examination (extended answer test) along with preparatory work.
Three units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria (weighting indicated in brackets). By the end of this module you should be able to: