Marketing Strategy module (BU30018)

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Credits

15

Module code

BU30018

The aim of this module is to introduce you to the principles and theory of marketing strategy and provide you with: the opportunity to gain a practical understanding of modern strategic marketing methods; an opportunity to examine the history and philosophy of strategic marketing, consumer behaviour and the nature of the imperfectly competitive market-place; a theoretical understanding of the key elements of the marketing mix with respect to product, pricing, promotion and place, management and control, the development of services marketing, and marketing in the global environment; the experience of collaborative working and problem solving in small groups.