Marketing Strategy

£1,150

12 weeks (10am-1pm)

Buchanan House, 30 Holborn, London, EC1N 2LX

An evaluation of marketing environments and modern day consumers, applicable communication strategies and implementation. Includes the creation of actionable marketing plans. Start in September 2019 or February 2020!

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Develop insights into marketing strategy and competitive advantage. Learn about the latest techniques in the field.

Course Overview

Using case studies, you will develop analytical and interpretive skills that are vital for strategic decision-making. This will help you gain insight into the conceptualisation and execution of projects.

By the end of this course you will be able to

Develop marketing plans with consideration of complex market processes
Understand the strategic issues within marketing
Recognise product and services marketing
Analyse latest developments within marketing strategy and their practical relevance
Assess the marketing environment and the factors that drive decision-making

Who is it for?

This course is perfect for those aspiring to become a marketing professional or those who simply wish to widen their knowledge and skills.

Course content

Market-oriented perspectives for competitive advantage
Corporate strategy decisions
Opportunity analysis and future casting
Measuring market opportunities
Market segmentation, differentiation, and brand positioning
Formulating marketing strategies for current and new markets
Marketing strategies for the new economy
Implementation and control
Organising and planning for effective implementation
Measuring and delivering marketing performance

Core reading

Graham Hooley, Nigel Piercy, Brigitte Nicoulaud, John Rudd (2017) Marketing Strategy and Competitive Positioning 6th Ed. Pearson.
Orville C Walker and John Mullins (2013) Marketing Strategy: A Decision Focused Approach, 8th Ed. McGraw-Hill.

Entry requirements

Education - Undergraduate degree or equivalent Higher Education qualification, or relevant work experience
English language - Common European Framework (CEF) Level B2* or equivalent (all teaching and learning materials are provided in English only)

*Please note those with a B1 level of English and relevant proof of further study will be considered.

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