A synthesis is presented of analytical approaches to strategy development and marketing decision-making. In addition to reviewing the traditional areas of marketing strategy, planning, implementation and control, this course will also focus on the marketing aspects of strategic innovation and change. Specifically, it will cover areas such as leveraging technological innovation and new product development (NPD), organising and managing a marketing organization, working across functional boundaries (such as sales and marketing), working with external partners (suppliers, agents, co-branders), operating in competitive and dynamic environments, thinking creatively about new products, new services and marketing communications, and engaging in creative destruction and lateral marketing. In so doing students will be required to consider the future direction of marketing. The course will make use of cases and exercises.

Exclusion: MARK6002