Authorised by Academic Registrar, April 1996
Objectives On completion of this course students should have an in-depth understanding of the scope of the marketing management function and its role within strategic management; understand the concepts, theories, tools and techniques for developing competitive marketing strategies; be able to apply these concepts, theories, tools and techniques to analyse external and internal environmental influences; be able to devise appropriate marketing strategies within a marketing planning process, and be able to communicate effectively in the written and oral form.
Synopsis This subject builds on MGC2200. It emphasises the role of marketing management in contemporary organisations, with particular emphasis on the marketing planning role and the formulation of marketing strategies.
Assessment Group assignment (8000 words): 40% + Individual assignment (1000 words): 10% + Examination (2 hours): 50%