• In today’s business environment, organizations have to develop and retain their competitive advantage in order to survive and be successful. The marketing function’s role is to identify where these competitive advantages lie, and ensure that the organization responds to market opportunities. 
  • Marketing is therefore vital to the process of matching the demands of a rapidly changing business environment, the needs of customers and clients and the resources and strategies of the organization. This degree provides students with the opportunity to develop an understanding of the core concepts of marketing theory and an ability to apply them to real life cases.