Upon successful completion of this subject, students should:
· be able to undertake a strategic marketing audit, assessing an organisation’s competencies, competitive advantage, market performance, customers, competitors, product and service portfolios, positioning, value proposition and market impact.
· be able to assess the impact of external factors on an organisation and its strategic intent and direction.
· be able to use the strategic marketing audit to critically evaluate a range of strategic marketing options available to an organisation – including innovation, mergers, acquisitions, partnering, alliances, environmental sustainability and CSR – in order to deliver best value growth and expansion opportunities for the organisation.
· be able to use a range of financial and other measurement tools to assess the financial and non-financial benefits of recommended strategic marketing decisions
· be able to use a range of risk-assessment tools to critically assess the risk of strategic market decisions and their impact upon an organisation, including financial, corporate and reputational risk |