Executive MBA Strategic Management

Marketing Strategy

This is the capstone course in marketing designed to integrate the marketing functions with the strategy concepts of planning, implementation, and control. The objective of the course is to provide you with an understanding of the role of marketing within the firm. This course builds on the introductory marketing course, and focuses on managerial issues in marketing, such as marketing accountability, marketing implementation, and marketing organisation.

You will enhance skills in strategic thinking in marketing and developing and presenting marketing plans. This will specifically require forming objectives, situation (SWOT) analysis, market research and forecasting, target market selection, market mix strategy formation, marketing tactics development, and control procedure formulation, as well as developing professional, logical, creative, and effective communications (written and oral).

Learning outcomes:

  • The Marketing Plan
  • Market Analysis
  • The PLC
  • Portfolio models
  • The Marketing Audit
  • Strategies for New Markets
  • Diffusion of innovation
  • Strategies for Market Leaders
  • Strategies for Followers
  • Market-niche Strategies


Strategic Leadership

Enhance your ability to develop and execute better strategy. This module is concerned with strategic decision-making and the long term successful direction of the organisation. It takes the perspective of the general manager who is responsible for a whole unit. It is also the perspective most often required of an MBA graduate since MBAs are among the few professionals in an organisation who can handle a business situation from a wide range of perspectives and not only from the viewpoint of one specialist discipline.

Learning outcomes:

  • What is strategy? What strategy is not?
  • Strategic decision making and strategic leadership
  • Theories of Industry Evolution, Sources of Competitive Advantage, Positioning view of the Firm, Resource Based view of the Firm, Competencies and knowledge management, Organisation Forms
  • Data analysis and presenting argument learned through the exercises
  • Linking strategy and execution

Corporate Strategy

This module builds on content introduced in the Strategy course to discuss central themes in corporate strategy and management, with a particular focus on the intangible resources (culture, identity, brand and reputation) that affect value creation and hold together large multi-business corporations. These resources are fundamental
cornerstones of the competitive advantage of large corporations and central concerns for corporate leaders. The course will combine traditional lectures and readings, case analysis, group discussions, and other in-class exercises to familiarize you and encourage you to apply fundamental concepts and tools to analyze the corporate
phenomena discussed in the course.

Learning outcomes:

  • Corporate strategy (horizontal diversification, vertical integration, managing a business portfolio, corporate management)
  • Corporate reputation (formation, measurement and management)
  • Organizational culture (formation, measurement and management)
  • Managing corporate change (visioning and identity management) 

Find out more about the Executive MBA