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The core of this course revolves around marketing planning and strategic decision making. It will delve deeper into key emerging topics of the marketing environment. Lectures and discussions introduce students to the concepts underlying market opportunity analysis and the development, implementation and control of strategic marketing programmes. Students will learn to work as part of a team to develop and present marketing cases and their own marketing plan in a simulated "Dragons Den" format at the end of the course. Groups will include 3 or 4 students per group depending on final student numbers in the course.
Subject to approval of the MBA Director