Strategic Marketing in Practice
Marketing has to be firmly routed in both theory and practice: practice informs theory and vice versa. The strategic Marketing in Practice unit is designed to allow students to put strategic marketing into practice. As the final unit of the Professional Postgraduate Diploma, it not only builds an the knowledge and skills developed in all the preceding units, but also looks for an overall competence in marketing.
- Identify and critically evaluate marketing issues within various environments, utilising a wide variety of marketing techniques, concepts and models
- Assess the relevance of, and opportunities presented by, contemporary marketing issues within any given scenario including innovations in marketing
- Identify and critically evaluate various options available within given constraints and apply competitive positioning strategies, justifying any decisions taken
- Formulate and present a creative, customer-focussed and innovative competitive strategy for any given context, incorporating relevant investment decisions, appropriate control aspects and contingency plans
- Demonstrate an understanding of the direction and management of marketing activities as part of the implementation of strategic direction, taking into account business intelligence requirements, marketing processes, resources, markets and the company vision
- Promote and facilitate the adoption and maintenance of a strong market and customer orientation with measurable marketing metrics
- Synthesise various strands of knowledge and skills from the different syllabus modules effectively in developing an effective solution for any given context
