It is not enough to install
marketing management within an organisation with middle managers overseeing
functions such as product/brand management, advertising, distribution and
marketing research. Marketing should not be implemented
only at the functional level. Rather, the business as
a whole has to be directed by a strategy whose
focus is the marketplace. In formulating such strategies,
there has to
be a careful matching of market opportunities with organisational resources, and this is the task of strategic marketing planning. On completion of this module, students would be able to discuss the similarities and differences between plans and planning on the one hand, and strategy and tactics on the other hand.
- Module Team: Prof. Madichie Nnamdi