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Marketing Strategy and Planning

duration Duration: 1 teaching period

unit code Unit Code: MKT30016

contact hours Contact Hours: Recommended 10 hours of study per week

About this unit

This unit develops a student’s analytical and creative skills in using appropriate tools to take a product or service and prepare a comprehensive strategy and plan to deliver the desired results for a business. To do this, students will be able to select, using rational selection criteria, an appropriate strategy that will perform best in the dynamic competitive context of a business’s global environment.


  • Introduction to marketing strategy and planning
  • Conducting a detailed situation analysis including industry and market analyses
  • Linking planning with strategic development: Setting marketing objectives
  • Developing strategic competitive advantage
  • Customer profiling, targeting and positioning
  • Developing product, brand, pricing, distribution and marketing communication strategies
  • Frameworks to measure progress and performance
  • Control and implementation of the marketing plan.

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