MG314 Marketing Strategy

The present-day strategic orientation to marketing has evolved through multiple stages. In strategic marketing, dynamism can only be maintained by a proactive approach to strategic thinking. This calls for using systems and methods which can enhance the responsiveness of the firm to its stakeholders. The crux of effective marketing action is contingent upon continuous and real-time planning, analysis, implementation, and control. The hallmark of strategic marketing, therefore, is a proactive and future-oriented strategic stance.
This module attempts to sensitize students towards the proactive thinking dynamism and action orientation of strategic marketing. It will provide insights into the models and methods employed by organizations worldwide to generate sustainable competitive advantage. This module examines key theories within the field of marketing management. Issues such as analyzing marketing opportunities, developing marketing strategies, enhancing marketing decision making process, managing and delivering marketing programmes will be analysed from various organizational perspectives