Strategy and Marketing

This module addresses key strategic issues in firms, including the development and deployment of both marketing and manufacturing strategies. This includes topics covering brand management, buyer behaviour and performance measurement.


Course leader

Dr Veronica Martinez


Module learning outcomes

On completion of the module students should be able to:

  • Describe and apply appropriate processes and frameworks for the development of a business linked manufacturing strategy, including relevant performance measures.
  • Describe the stages in the development of marketing as a function, and apply classical marketing techniques and frameworks at business unit and product levels.
  • Use the principles of brand identity to develop an appropriate marketing and advertising strategy for a product.
  • Demonstrate knowledge and understanding of the role of product management, and its implementation in different business contexts.
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