This module studies the theory, practical application and issues relating to marketing management in a variety of contexts including both business and not-for-profit sectors. It looks at how the marketing discipline is key to the long-term success of an organisation and develops expertise in the theory, analysis, planning and execution of marketing strategies. Areas of study include:

• techniques for analysing the marketing environment;
• segmentation, targeting and positioning;
• marketing business-to-business and business-to-consumer;
• issues relating to product development, branding, pricing and lifecycle; and
• issues relating to international marketing and business expansion in new territories.