本单元着重于市场营销的战略和管理方面。它涵盖了创新、商业模式的发展；细分、定位和生命周期战略；管理和组织营销活动的关键方面，以及衡量绩效。中心主题是营销战略及其管理如何能够为客户和股东创造卓越和可持续的价值。评估将反映这种战略决策方法，要求学生扮演营销顾问和管理者的角色。
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