EDM2204 Marketing planning and strategy

This Course provides the final experience for students concentrating in marketing. Using the case study approach, students integrate their knowledge from previous marketing courses and develop analytical and interpretive skills necessary for strategic and tactical decision-making. Marketing decisions are considered and students undertake a project as a major component of the course. 

Course Objectives
The course is intended to equip students with the ability to:

• To equip learners with knowledge on  general aspects of entrepreneurial planning strategies; 
• Internalize entrepreneurial strategies to competitively run small scale business through the marketability approach;
• Build on the conceptual knowledge of contemporary entrepreneurial marketing strategies for expansion of small business entities
• Develop optional competencies for effective entrepreneurial marketing in order to attain a competitive edge

Learning Outcomes
On completion of this course, students should be able to:

• Describe similarities and differences between various entrepreneurial marketing strategies in the global economy; 
• Appreciate the significance of entrepreneurial marketing strategies in small scale business industry
• Evaluate key strategic approaches for effective planning for entrepreneurs
• Recognize the fundamentals of current entrepreneurial marketing and planning strategies popularly used in the Small and Medium Enterprise Sector (SMES)