The course explores practical issues that draws on customer needs, company skills, competition, collaborations and context (5Cs) in marketing. It focuses on identifying and understanding customers as well as addressing the fundamental marketing strategy steps of selecting which customers the company will serve and the specific value proposition that it will design. This module attempts to sensitise participants towards the proactive thinking, dynamism and action orientation of strategic marketing. It provides insights into the models and methods employed by organisations worldwide to generate sustainable competitive advantage. The module examines key theories within the field of marketing management. Issues such as analysing marketing opportunities, developing marketing strategies, enhancing marketing decision making process, managing and delivering marketing programmes are analysed from various organisational perspectives. The course also looks at the strategic aspects of product design and development, pricing, communications and distribution faced by a company and how it uses its capabilities in these areas to out-perform rivals in the market place.