- Strategic management in dynamic and changing environments
- Strategic marketing management: understanding consumer behavior and undertaking market research. Developing an effective brand and managing relations with sale and distribution channels.
- Managing the innovation process, new product and service development and business model innovation.
- Consumer Behaviour and Marketing Research
After the completion of the course you will be able to appreciate the full extent of processes and operations that are required for developing and managing a sustainable business proposition that will satisfy changing consumer requirements and provide sustainable competitive advantage in changing external environments. Specifically, the course will assist participants in developing the necessary skills to manage the processes involved in developing new products, services and business models that can meet new market trends and evolving consumer requirements. Participants will appreciate the processes, practices and tools for analyzing the forces of change in the external industry and macro environments, to evaluate alternative positioning strategies, the processes underpinning effective brand development and building and maintaining distribution channels.
Existing and prospective young entrepreneurs and managers of SMEs and micro-businesses interested in advancing their knowledge in strategic management, marketing and innovation with the view of developing a digital aspect of their business
A combination of quizzes and reflective exercises, involving online forum contributions and discussions.
Recommended verbal description that may include general prerequisites and possible preparation for completion of the course, prerequisite courses codes and links.