This chapter builds on AS concepts by focusing on strategic marketing and its role in long-term business success. Students explore advanced topics such as brand management, product life cycle strategies, pricing strategies, and integrated marketing communications. Emphasis is placed on creating value and maintaining a strong competitive position.
Students also learn how marketing decisions are influenced by global markets, digital transformation, and data analytics. They analyze how businesses use customer insights, market trends, and competitor analysis to design effective strategies. The chapter encourages students to evaluate marketing decisions using real business cases.
Finally, students explore marketing planning, innovation, and the challenges of entering new markets. They assess how firms adapt strategies to diverse cultural, economic, and technological environments. This prepares students for strategic thinking and complex marketing decision-making.
