Marketing Strategies & Operations (MSO) programme

The Marketing Strategies and Operations course includes the traditional concepts of product, place, promotion and price in the marketing mix and moves beyond these to focus both on the strategy and the specific tools needed to launch a product and manage it through its lifecycle. This includes the latest developments in customer segmentation, building the business case for investment in new product development, competitor analysis and reaction scenarios as well as how to understand the shape and future changes to industry structure.

A highly practical course, participants will design real product offerings, develop customer profiles based on perceptual mapping and purchasing behaviour, develop pricing models extrapolated from forensic analysis of the economic structure of products and will understand the strategic motives behind corporate market positioning.

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