MKT4231: Strategic Marketing Management

BRIEF DESCRIPTION OF AIMS OF THE MODULE

This module aims at providing knowledge and skills required by the students on the strategic marketing planning and strategy processes.  Specifically, the objective is to make students understand how to develop highly sensitive environmental monitoring systems that are capable of identifying trends, opportunities and threats at a very early stage, and then create an organizational structure and managerial mindset that leads to the organization responding quickly and cleverly. Additionally, students will understand the ways in which the marketing planning process can be developed and managed effectively and strategically.