STRATHCLYDE

BUSINESS
SCHOOL
www.strath.ac.uk/business
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Marketing and Brand

S T R AT H C LY D E B U S I N E S S S C H O O L

Management
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• WELCOME

• Dr Sean Ennis
• Module coordinator
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Marketing and Brand

S T R AT H C LY D E B U S I N E S S S C H O O L

Management
.

• PROGRAMME OBJECTIVES
• To examine the concept of marketing and its role in the organisation
• To understand the principles, practice and strategic value of marketing management in
different contexts, business-to-business, consumer, services, public and private
sectors
• To evaluate the value-creating potential, options risks and issues for marketing
practitioners arising from macro trends in digital, sustainability, globalisation and
demographic change
• To understand how customers buy and how companies can develop a coherent and
relevant value proposition
• Apraise the marketing and brand management approach of an organisation, and
identify strategic marketing and branding initiatives to improve performance
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Marketing and Brand

S T R AT H C LY D E B U S I N E S S S C H O O L

Management
.

• PROGRAMME OUTCOMES
• To have an understanding of the critical decision areas within marketing that impact
on the overall business strategy formulation and implementation

• To use appropriate and relevant concepts and frameworks to dormulate marketing

responses to ongoing and future developments in the marketing and business
environment
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TH E APT LHACCLEY DOEF BUUSSEI FNUELS S
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L ESACRHNOI N L