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Strategic and Entrepreneurial Marketing

duration Duration: 1 Teaching Period

unit code Unit Code: MKT60006

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

About this unit

This unit will adopt a general management perspective, and explores how marketing contributes to corporate strategy and how marketing influences and is influenced by other functions within the organisation. Students will learn to be effective members of entrepreneurial teams, to comprehend a world characterised by uncertainty and change and to identify and evaluate opportunities.

The following areas of marketing theory will be utilised in discussions of case studies and reviews of corporate behaviour:

  • Strategic Marketing
  • Marketing Planning
  • Markets and Buyer Behaviour
  • Marketing Research
  • Market Segmentation, Targeting and Positioning
  • Product Strategy
  • Pricing Strategy
  • eMarketing
  • Distribution Strategy
  • Marketing Communications
  • Ethics and Legal compliance
  • Sustainable Competitive Advantage.