Institute of Commercial Management | Qualification Subject

Marketing Policy & Strategy

Main Topics of Study

To teach students the theory and practice of integrating individual subject disciplines in identifying and resolving problems associated with real-life business or marketing case-studies.


  • To enable students to identify strengths, weaknesses, opportunities and threats in relation to specific company operations.
  • To help students select relevant solutions to problems they identify.
  • To highlight the complexities of corporate planning and control.
  • To train students on effective report writing related to case-study analysis.
  • To provide an appreciation of the application of theories in the course to practical situations.

Outline Syllabus:

There is no specific syllabus for this subject. A problem-solving approach is used involving directed reading determined by the lecturers and seminars. The examination will consist of business planning questions based on a previously circulated case-study. The case will relate to a number of practical problems associated with managerial aspects of all the functions and disciplines covered during the two year course. A number of case-studies must be used during the course in order to highlight to the students the necessary approach for case-study examinations.

Marketing Policy & Strategy – Case Study

Download the main case study for Marketing Policy & Strategy:

Marketing Policy & Strategy – Case Study.pdf

Recommended Reading

Main Text:

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Learning from Case Studies – G Easton (Prentice Hall)

Indicative Text:

Alternative Text and Further Reading:

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Exploring Corporate Strategy: Text & Cases – Johnson & Scholes (Prentice Hall)