This course aims to enable students to develop the competence to apply marketing theories and concepts to real situations and current events, to use analytical and critical thinking in marketing decision-making, to understand the role of marketing in large firms, to develop marketing plans that integrate qualitative and quantitative elements, and to apply ethical reasoning in marketing-related decision-making.

This course enables students to develop their skills in strategic marketing across both for-profit and non-profit organisations. The primary focus is on developing a framework for strategic marketing plans, with particular emphasis on consumer and environmental analyses. In this context, market segmentation, product positioning, market responsiveness, and the development of competitive responses are addressed. Firm activities related to various aspects of marketing—such as pricing, outsourcing, and promotion—are illustrated through case studies. The course also covers market-driven strategy, competitive strategies, learning organisations, new product development, innovation management, relationship marketing, and strategic brand management.