如今的客户比以往任何时候都更加知识渊博，要求产品和服务的种类更多，质量更高。组织正在寻求营销策略师，以确保他们了解客户的需求，如何发展和发展客户群，并提供创新动力，以确保他们在新兴市场中占有一席之地。该计划使全球对营销的关注成为战略管理功能，从而推动组织范围内的举措来实现客户价值。该计划是通过与行业专家，学者和学生进行磋商而制定的，它围绕战略营销战略分析的三个关键领域构建：了解组织的环境和竞争格局并运用其批判性和分析性思维，战略营销和领导力的能力：在高度全球化的市场中具有远见，了解营销策略，领导团队和衡量
The programme brings to life the global focus on marketing as a strategic managerial function that drives organisation-wide initiatives in delivering customer value. Developed through consultations with industry experts, scholars and students.<br>The programme recognizes marketing as a strategic managerial function that drives organisation-wide initiatives in delivering customer value. Developed through consultations with industry experts, scholars and students, the programme is built around three key areas of strategic marketing: Strategic Analysis: the ability to understand an organisation's environmental and competitive landscape and apply critical and analytical thinking thereof, Strategic Marketing and Leadership: the ability to bring vision, understand marketing strategy, lead teams and measure marketing performance in a highly global marketplace, Implementation – the ability to respond strategically to the changing needs of consumers through the development of a range of traditional and digital, customer-centred strategies. <br>The MSc Strategic Marketing programme will help students with no or limited knowledge of marketing to develop and advanced level of understanding of key strategic marketing theories, frameworks and tools. The programme is also designed to equip marketing professionals with the knowledge and skills to apply this knowledge to complex strategic issues based on leading research and practice in the field. The programme has been designed to allow students to select from a range of optional modules to align with their own professional aspirations.