This unit covers the field of strategic management and marketing. You will consider current issues and challenges facing directors, senior managers and entrepreneurs in guiding the long-term development of organisations. The objectives of organisations and the means of achieving these objectives through the mobilisation and deployment of assets and resources and the integration of the various functions of the organisation will be the focus of the unit. You will most specifically:
Develop and demonstrate expertise in understanding the global business environment in which the modern organisation operates;
Apply a range of skills in developing business and marketing strategies for different environments;
Build your skills in developing and evaluating strategies and marketing plans that harmonise the organisation’s objectives, capabilities and resources with the external opportunities of the market;
Understand global operations: business entry modes, opportunity analysis and market selection, global sourcing and off-shoring, and emerging economies;
Identify, categorise, and assess the factors determining the extent to which strategic and marketing implementation is appropriate for success.