BMBA71-207: Markets, Customers and Growth: Marketing Strategy for Managers

Marketing is the organisational discipline concerned with understanding markets, creating customer value and converting that value into sustainable organisational performance. This subject develops the strategic marketing judgement required of senior managers. Students diagnose complex market-facing problems by integrating customer, competitor, organisational and environmental evidence, then formulate an integrated recommendation spanning market selection, customer value, positioning, route-to-market, pricing and performance. Through case-based decision-making, customer discovery and executive defence, students use AI-supported analysis alongside other forms of evidence to surface patterns, test assumptions, develop and compare strategic options, and strengthen the quality of their reasoning. The subject prepares students to make and defend commercially and ethically sound marketing decisions under conditions of uncertainty.