This module stands as a comprehensive and practical introduction to marketing management strategy. The first part of the module focuses on making a situation analysis (collecting and analysing information regarding the 5Cs: company, customers, competitors, collaborators, and context), setting the objectives and goals, and developing marketing strategies (segmentation-targeting-positioning, product and pricing strategy, distribution and supply chain management, integrated marketing communications). The second part of the course explains how these ideas are used to formulate the elements of the marketing mix (4Ps: product, price, promotion, and place). Furthermore, the implementation and evaluation of plans is discussed.
