Marketing as a practice faces unprecedented challenges: a changing media landscape, an increasingly complex customer journey, innovative technologies, start-ups that disrupt traditional channels and a new generation of tech-savvy clients. How should students and practitioners adapt to this shifting landscape and address the skills gap many of today's marketers face? Advanced Practices in Strategic Marketing Management prepares students for this new marketing world. Since traditional marketing approaches fail to provide convincing solutions to modern business realities, a new approach is urgently needed if marketers are to regain trust within their organisations.

Using contemporary examples, business case studies and supporting pedagogy, Advanced Practices in Strategic Marketing Management will provide a critical exploration into the more advanced aspects of marketing management, including the gap that exists between formal marketing literature and real-world practice, discussion of multidisciplinary tools, and the crucial evolution of the '4Ps'.

Note: Subject relates to Doctor of Business Administration

Programme Fee