Strategic Marketing and Communications

The curriculum aims at providing the students with the latest thinking and practice in strategic marketing and communications, with a particular twist on marketing of innovation, growth and sustainable performance.

1. Critically appraise the role of strategic marketing and communications in growing sustainable organisational success in a variety of global markets and business environments.

2. Analyze the business market environment, market trends, and the concept of consumer behaviour to inform strategic decision-making.

3. Identify and critically evaluate marketing data and marketing information sources and interpret their impacts on strategic marketing and communication issues.

4. Analyze the theory of market segmentation, target marketing, positioning strategies and the concept of value propositions.

5. Select from the toolkit of marketing concepts and analytical frameworks to formulate strategic marketing plans and integrated communication plans.