Marketing

John Mullins, Orville Walker and Harper Boyd

In highly competitive markets the success or failure of a product or service may be determined by the marketing decisions you take. This course will help you make the right ones.

The course will enable you to analyse and critically evaluate marketing problems and opportunities. It will also help you develop and implement marketing strategies and programmes which take best advantage of your firm's situation.

Topics covered

The marketing management process.
Corporate strategies and their marketing implications.
Business strategies and their marketing implications.
Environmental analysis: tools to identify attractive markets.
Industry analysis and competitive advantage.
Understanding consumer buying behaviour.
Understanding organisational markets and buying behaviour.
Measuring market opportunities: forecasting and market research.
Market segmentation and target marketing.
Positioning.
Product decisions.
Pricing decisions.
Distribution channel decisions.
Integrated promotion decisions.
Marketing strategies for new market entries.
Marketing strategies for growth markets.
Marketing strategies for mature and declining markets.
Organising and planning for effective implementation.
Measuring and delivering marketing performance.

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Safwat Kabany
Syria

For Safwat Kabany, from Syria, doing his MBA with Edinburgh Business School was the most logical choice. "I'm in the petrochemical industry and Heriot-Watt University is one of the world-leading academic institutions in this field of industry. I therefore knew a lot about the high standards at Heriot-Watt and these are certainly evident in EBS's MBA programme."

Safwat decided to do the programme as a full-time on-campus student, which was not without its challenges, particularly for a foreign student. "I had to cope with both language and cultural differences, which at first were quite daunting. EBS, however, is very skilled at dealing with people from different backgrounds and cultures and it wasn't long before I felt very comfortable in this environment. The faculty are extremely helpful and take a keen interest in every individual. The facilities at Heriot-Watt for resident on-campus students are excellent and not having to worry about where I would live or how I would feed myself ensured that I could devote all my attention to my studies."...more