Strategic Marketing and Business Growth 5 credits

The course provides you with a comprehensive understanding of how marketing contributes to firm-level strategy. You are introduced to marketing’s range of functions and how they serve as key enablers for realising corporate goals. The core of the course focuses on strategy and strategy-making, equipping you with conceptual tools and analytical frameworks to interpret corporate strategy and design market strategies and plans that align with corporate vision, growth targets, and competitive positioning. Key topics include organisational strategy, competitive environments, business growth and innovation, opportunity identification, value-based perspectives on organisations, market creation and disruption, and business model innovation. Through a blend of theory, case analysis, and applied projects, you will explore how organisations create and capture value in dynamic markets. You will also gain hands-on experience in developing comprehensive market plans that support business expansion and long-term profitability.