Handbook

This capstone subject focuses on strategic approaches to marketing management. The business mission, strategies and objectives provide an overarching framework for the development of the strategic marketing planning process. An in-depth situation analysis combined with concepts such as the value chain and sustainable competitive advantage provide input into the marketing … For more content click the Read More button below.

Strategic marketing planning in the contemporary environmentComponents of a strategic marketing planVisions missions, values and credos, organisational goals and objectivesOrganisation for marketing strategyInternal situational analysis - resources, capabilities and competenciesExternal analysis - markets, customers, competitors and environment (PESTLE)SWOT and competitive advantageTactical marketing - target markets, positioning, brands and the marketing … For more content click the Read More button below.