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The quality of a firm's marketing strategy may determine its ultimate success or failure. Therefore, the perspective of this course is from that of a Marketing Manager engaged in marketing problem solving and decision making. The elements of marketing planning are studied, particularly, the task of assessing marketing opportunity and designing and implementing marketing strategy so as to exploit such opportunity. This course focuses on strategy at the operational level of the organization but also considers the role and importance of marketing in achieving corporate level objectives. The course culminates with the development and presentation of a complete marketing plan. To achieve this, the case study and presentation methods approach is used.