Analysis and Evaluation
The Analysis & Evaluation unit covers the first part of strategic marketing in a strategic and global context. It aims to provide students with the knowledge and skills required to undertake strategic analysis and evaluation of the organisation’s current situation as a foundation for making strategic marketing decisions. It sets strategic marketing in context as a key creator of stakeholder value and deals with strategic insights into the organisation, its customers and the challenges it faces.
- Explain the concept of business orientation and critically appraise the different orientations in management and planning and the roles of marketing used by organisations
- Identify the business intelligence required to inform the organisation’s strategy-making activities in domestic and international markets
- Assess the impact of the major trends in the strategic and global context on the strategy making process
- Conduct and synthesise a detailed strategic audit of the organisation’s internal and external environments, including an evaluation of business performance, using appropriate tools and models and analysis of numerical data and management information to support decisions on key strategic issues
- Appraise the nature of culture in organisations and the importance of its ‘fit’ with strategy and operations across different cultures
- Synthesise a coherent and concise assessment of the situation facing an organisation, and develop alternative scenarios
