MGT6189   Strategic Marketing and Business to Business Sales   (10 credits)

Description

To achieve competitive advantage in today's rapidly changing markets, manufacturing firms need to develop marketing plans and strategies that are analytical, comprehensive, actionable and flexible. This module brings together a wide range of marketing topics in order to optimize strategies and profitability. The practice of marketing concerns important managerial decisions including those about the choice of the target market, the nature of the offer, prices, distribution, promotion and finally communication. Further, particular attention will be given to business-to-business (B2B) sales that is relevant to most manufacturing firms and highlights sales force management within the context of go-to-market strategy.

Reading List