Unit purpose and aim(s)
The purpose of this unit is to evaluate the role of strategic marketing as a business function, how it interrelates with other functions, and to determine its impact in terms of how a marketing philosophy can inform corporate strategy. The unit will also focus on how marketing performs an operational role in achieving corporate objectives and promote a critical understanding of the marketing challenges faced by firms attempting to develop and grow internationally.
The unit will give you a strategic perspective of marketing management with respect to the analysis, planning, implementation and control of marketing activities, including the use of metrics to measure, monitor and improve performance in addition to their role within strategic decision-making.
This unit is assessed by exam.*
*Before 2020 it was assessed by assignment.