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MKT7045 Global Marketing Management


Develop knowledge and understanding of key theories, concepts and models in marketing to guide the development and execution of marketing strategies.

Understand the complexity of competitive environment and discuss is impact on developing effective marketing decisions and marketing strategies in organisations.

Develop the skills to critically analyse marketing situations and problems facing organisations and assess its capacity to adapt to a dynamic and uncertain future.

Develop, recommend and justify, appropriate and actionable marketing strategies and tactics to an organisational scenario.

  • Discuss theoretical concepts related to elements of marketing strategy throughout the paper
  • Examine the competitive environment in the development of marketing strategies and tactics
  • Identify and adapt marketing strategies to internal and external challenges and changes
  • Use problem-solving and creative skills to provide suggestions and recommendations to organisations

You are a Marketing Manager for a well-known UK based company. The CEO is not happy with the current performance of a specific product or service within the portfolio of the organisation. She has tasked you with the responsibility of revamping the marketing strategies for that product (or product line) or service that the company would like to focus on. You are required to write a report detailing what your plans are and how you intend to implement them appropriately.

Your report should cover the following points:
  • Give a brief description of the organisation and the product (or product line) or service that you have chosen for the revamping.
  • Explore the competitive organisational environment by applying environmental analysis tools to identify opportunities and threats that impact or may impact on your chosen organisation.
  • Examine their marketing mix, focusing on the 4Ps (if it is a product) or the 7Ps (if it is a service) that your chosen organisation is currently applying. Provide recommendations on how your chosen organisation can improve its marketing mix.
  • Evaluate how the organisation can improve the branding and enhance the image and reputation of the product or service. Analyse how this can impact the positioning of the brand.

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