Students examine how marketing concepts, techniques and theories can be used to identify specific threats and marketing strategy opportunities facing enterprises and/or organizations. This course introduces the principles and tools to apply in the development, implementation, and review of marketing strategy for organizations. Topics include internal and external environmental analysis; value, competition, and strategic choice; strategic positioning; and implementation and control issues. Case studies and real life projects are the principal teaching methods to be used in this course. Participants will be required to conduct a marketing audit of a selected enterprise, identify relevant threats and opportunities and prepare the appropriate marketing strategy and plan for a financial year.