Marketing Strategy Development

Course Overview

Introduces the primary types of marketing strategies, and explains how each might be more or less appropriate for a particular organisation. Identifies the different areas of the market that might shape the strategy and its scope, and suggests including a product portfolio and the Boston Matrix into the formulation of the strategy

Learning Outcomes

• Identify the basic steps of forming a marketing strategy and the different approaches an organisation can take
• Know how to incorporate a product portfolio and the Boston Matrix into the strategy