This course examines recent developments in marketing thinking and market strategy
development. It focuses on the dynamic aspects of market strategy development and
current issues such as relationship and Internet marketing. The course will try to give
you practical experience on how to develop and adjust strategies in an integrative
manner through the use of a simulation exercise.
The main objectives of the course are to:
• introduce you to a systematic way of thinking about developing marketing
strategies
• familiarise you with current advances practices in marketing strategy
• to help you develop your analytical and problem-solving skills in marketing
Upon completion of the course you should be able:
• to appreciate market strategies as well the processes underlying the development
of marketing strategies
• to identify, analyse and put together what is needed to develop sound strategies
• to make and implement sound marketing decisions in a dynamic environment
