Marketing Strategy and Planning

What it covers

This unit examines the core elements of marketing strategy in contemporary business environments, including strategy formulation, implementation and evaluation. It explores key analytical frameworks used to assess markets, competitors and customer segments, and considers how these insights inform strategic recommendations. The unit emphasises evidence‑based decision‑making and the integration of strategic thinking into planning and control processes. Strategic analysis is applied in practical and dynamic contexts, enabling the development of coherent marketing strategies that support sustainable organisational performance.

Assessment

When and where