Module code: MAR7021-B
This module is designed to explore the origins and development of strategy taking two perspectives: organisational and brand level strategy making. It covers selected strategic paradigms, competing or alternative theoretical frameworks, and their implications. The module focuses on different perspectives on the role of strategy in achieving organisational success and strategically creating and engaging with external stakeholders via branding. It also examines concepts, theoretical frameworks, and techniques that are useful in gaining knowledge of the strategic management process. The module places particular emphasis on strategic inputs and strategic actions such as strategy formulation and strategic outcomes, brand positioning and creating and growing brands in digitally-integrated market environments. Download the PDF for MAR7021-B.pdf