Upon successful completion of this subject, students should:
· be able to evaluate the links from corporate strategy to marketing strategy and ways of delivering an organisation’s corporate mission and vision effectively.
· be able to develop marketing strategies to establish an organisation’s competitive (and sustainable) marketing and relationship strategies, which achieve the organisation’s strategic intent and deliver its value proposition.
· be alble to develop strategic, but operational, marketing plans at an organisational level using synergistic planning processes, taking account of different planning frameworks and ensuring plans are within the capabilities of the organisation.
· be able to determine the most appropriate organisational structures for market-orientated organisations and changing organisations, while evaluating the resource implications and requirements.
· be able to develop sustainable competitive advantage through suitable approaches to leadership and innovation.
· be able to assess the link between change programs, marketing activities and shareholder value, and show how these can contribute to an organisation’s ongoing success. Also, evaluate the concepts of power, trust and commitment in the context of negotiating change with key stakeholders. |