Introduce a range of marketing management issues pertinent to understanding how different elements of a business fit together to create a coherent organisation and an effective marketing strategy.
Equip students with a sound understanding of the process of (strategic) marketing management and the different components of the strategy development cycle.
Provide students with a rigorous foundation and tools for analysis and understanding the core decisions that have to be made in marketing.
Enable students to integrate theoretical concepts and models in strategy and marketing with practical application to business situations.
