Strategic Marketing

MBA Module (Executive/SPM/Public Service)

Lecturer: Dr Andrew Pressey

Introduction

The major topics covered by the course are: The marketing concept and environment; Marketing segmentation, targeting and positioning; buyer behaviour and consumer decision making; Marketing research; Management of the marketing mix; marketing strategy and planning; Business to business, services and relationship marketing; International marketing.

Learning Outcomes

The marketing module of the MBA aims to provide course participants with a sound understanding of the main concepts and theories of marketing and the ability to apply this knowledge to practical marketing decision making.

Methods of Assessment

3 hr written examination (50%)
1x 3,500 word assignment (50%)