In this course we consider the functions and responsibilities of general managers in formulating, cooperating with, and implementing, corporate marketing strategies in a global environment. You will find yourself in a managerial role, often that of a CEO, Sales Director or Marketing Director, having to determine the overall direction the organisation will take with regard to its relationships with its national and international markets. We also examine the role of other functions directly and indirectly related to marketing.

We will explore a sales and marketing strategy process, determining, what strategic options exist and which of those are realistic; what limitations are placed upon the organisation by internal and external limitations; and what is required to balance short term and long term objectives when setting up a marketing strategy. Using a number of different tools we will develop a coherent marketing analysis that enables us to better understand a company’s current competitive position, as well as how that position may be enhanced, and what policies must be introduced throughout the company to attain desired results in the marketplace.