BUS4085H - Strategic Management Project

Welcome

Relevance of this course in the programme

The two most challenging facing organizations today are competition and strategy. One drives the other in an interactive way. There are plenty of examples of small upstart companies, which become giants and giants, which decline. Strategy choices contribute to these outcomes and every organization is affected by strategy decisions. The need to make the right decision is even more urgent in an increasingly global, fragmented and competitive marketplace. The formulation of effective marketing strategies is critical to the achievement of an organizations goals. The development of successful marketing strategies is a process and this process is relevant to large, medium and small businesses.

Successful marketing is integrated with long-term strategic direction of the business. It fulfills its strategic role of helping to shape corporate strategy and act as the main agent implementing that strategy.

Course Objectives

Managing in the constantly changing business is an essential requirement for business success and with it comes distinct market driven challenges. The course will seek to address these challenges in a strategic management framework, which will enable participants to understand how, and what it takes for a company to be market driven.

Aims of the course:

• To learn a framework for strategy formulation and implementation
• To understand the concepts and analytical methods underlying advanced marketing decision-making.
• To be able to apply analytical thinking to marketing strategy problems in complex environments
• To give course participants an understanding of the major concepts of strategic marketing planning and their practical application

Learning Strategy

There will be a series of formal presentations setting out the principles. The central learning strategy will be individual and group work exercises, case studies and projects.

Lectures

These will be subdivided into stages of the strategic marketing process which will clearly articulate the aims of a specific process. This will be detailed in a corresponding unit which will details the core issues and tasks that need to be addressed in order to a achieve a particular stage.