In today's competitive and highly dynamic global business environment organisations cannot afford to make strategic mistakes. The most successful strategies are therefore based on current and appropriate market information that enables the organisation to capitalise on ever changing market opportunities. Furthermore, the strategic process is an organisation wide endeavour and effective strategy guides all organisational initiatives to ensure outcomes align with the long-term strategic intention. In this unit students learn about evidence-based strategy and how to analyse internal
and external environment information.
Students evaluate current strategies and learn how to create and implement strategic plans that ensure competitive advantage through enhanced customer satisfaction. A casebased approach delivers critical understanding of the strategic process, as well as the advanced application of business theories and planning tools widely used in contemporary strategic marketing and management. Practical examples illustrate these techniques and students learn how to analyse and interpret the data that typically inform strategic decision
making.
PRESCRIBED TEXT - MERGER, ACQUISITIONS, CORPORATE RESTRUCTURINGS
PRESCRIBED TEXT - STRATEGIC MARKETING: DECISION MAKING AND PLANNING
