ABSTRACT
Marketing has to be firmly rooted in both theory and practice. Practice informs theory and vice
versa. The Strategic Marketing in Practice module is designed to allow participants to put
strategic marketing into practice. As the final module at Postgraduate Diploma, it not only builds
on the knowledge and skills developed in all the preceding modules, but also looks for an
overall competence in marketing that encompasses all the various subject areas covered in
Professional Certificate and Professional Diploma level. As marketing is constantly evolving,
continuously informed by both academic and business research, one of the aims of this module
is to explore the latest trends and innovations relevant to marketers who are operating at a
strategic level within organizations. One of the other aims is to understand marketing as an
activity, which is important in all contexts (profit, not-for-profit, societal, global). It is expected
that participants undertaking this module will be able to add value to both their marketing
experience and marketing knowledge. This module therefore does not have a specific syllabus
and draws from all the preceding modules and syllabi.
