Adopts a problem solving orientation and an integrated view of marketing strategy implementation. Emphasis will be placed on topics relating to corporate and business strategy, segmentation, targeting and positioning, ethical and social issues in customer management, value chain strategy and the effective application of marketing mix elements (product/brand, pricing, distribution, promotion/sales strategies) to meet the needs of various customer segments. The effective implementation of marketing strategy will also be given a strong emphasis.

Pre-requisites: MKT301 Or MKT250