MGT6228   Marketing Consultancy Challenge   (20 credits)

Description

This module integrates consulting with marketing through application on a real company project. You will become familiar with the marketing process, the practice and critical importance of marketing as well as important managerial decisions including those about the choice of the target market, the nature of the offerings and marketing strategies that are aimed at communicating and delivering values. While marketing will provide a set of principles and context, consultancy will provide students with an opportunity to apply theoretically grounded consulting principles into a client based marketing problem. The rationale is that many business consulting projects are driven by the initial need for improvement in markets, products and channels to customers, branding, the design of associated processes etc.

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