Strategic Marketing in Action provides you with the opportunity for gaining an insight into how businesses create and launch new products and services, and how firms should manage their marketing activities within an ever-changing marketplace. Using a practical and relevant approach, the module delves into topics such as segmentation, targeting, positioning and the marketing mix. You will reflect on current issues facing both companies while also gaining an excellent grounding in the fundamental principles associated with strategic marketing.
● Identify the differing nature of customer needs and wants within a chosen marketing environment.
● Recognize the role of the segmentation, targeting and positioning process in adding value for the consumer and the importance of added value for competitive advantage.
● Understand the marketing of products and services.
● Develop a marketing mix that reflects an appropriate positioning strategy for an organization of their choice.
● Understand the relationship between sales and marketing.
● Understand and apply marketing communication.
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Your progress throughout the module will be monitored through coursework, projects and/or mid-term examinations, depending on the type of final assessment method chosen by each professor.
Your participation in the module will also be assessed and will be based on how you participate/engage in class and with the virtual classroom space.
Ariel Castillo is the director of Castelheart SL, a company with more than 18 years of experience providing in-company business training to businesses around Spain. Ariel holds a PhD from Cardiff Metropolitan University, MBA from ESERP Business and Law School, and Bachelor in Hotel and Tourism Management from Escuela de Turismo y Hotelería de Córdoba, Argentina.
