Market Analysis
Programme contentThe thing that makes some MBA programmes stand out from the rest is their attitude.
The core marketing module I teach on the Warwick MBA is a million miles away from what you might expect.
It is aimed at managers, not specialists, and reflects my own writing and research on strategic marketing.
We do not sit and agonise about brochures and advertising, or any of that operational stuff.
Managers should be educated to provide leadership, vision, and innovation and that's what the Warwick MBA is about.
This module gives you a broad introduction to the marketing concept and the role of marketing in the modern organisation. You will examine the role of marketing in today's increasingly competitive, dynamic, and turbulent management environment. You will also explore the core themes addressed by marketing-oriented organisations, whether they are commercially focused or not-for-profit.
Teaching covers the key marketing principles in analysis and strategy as well as the tactical programmes and controls required to implement marketing strategies. You will focus on exploring the links between marketing analysis, the recommendation of a marketing strategy, and the development of a marketing mix set of tactics. The module will develop your skills in analysing diverse marketing situations, and in identifying marketing opportunities/threats.
Topics usually covered include:
- Marketing in the modern organisation
- The marketing & competitive environment
- Consumer & business-to-business buying behaviour
- Marketing research & marketing information systems
- Segmentation & targeting
- Positioning strategies
- Portfolio planning techniques
- Marketing strategy
- Creating a competitive advantage
- The marketing mix.
By the end of this module you will have:
- Understood the core process of marketing
- Developed a wider understanding of the role and value of marketing
- Understood an organisation's ability to respond to marketing opportunities and threats
- Put concepts and techniques into practice.
There are opportunities to further explore this area in the elective modules listed below.
| International Marketing |
| Marketing Communications |
| Marketing Strategy |
| Strategic Brand Management |
