In recent years our understanding of the basic building blocks of Marketing (the 4P’s of the Marketing Mix) has changed dramatically. This unit builds on students’ knowledge of the core principles of Marketing to develop an awareness of and application of the strategic planning role of Marketing in creating sustainable competitive advantage. The unit provides students with an understanding of the roles the major elements of the New Marketing Mix(Product, Price, Place, and Promotion) in the formulation of Marketing Strategy, how it has changed in the very recent past and how these elements are integrated. Particular emphasis is placed on the integration of the basic 3tools of marketing communication and their role in the development of a Customer Relationship strategy to create sustainable competitive advantage. Integrated marketing communication requires a ‘total’ approach to planning marketing programs and coordinating internal and external marketing strategies in support of overall brand and product/service marketing objectives. Students will also learn to apply the New Marketing Mix in communication and implementation of a relationship strategy. Regulatory issues are also discussed. GRADUATE ATTRIBUTESGraduates of Stott’s College are expected to have Knowledge, Skills, and Abilities (KSA) on three different.
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