Institute of Commercial Management | Qualification Subject

Marketing Policy & Strategy

ICM Professional Diploma Unit

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

Example Candidate Response Booklet

Example Candidate Response (ECR) Booklets are a source of crucial information for Centres and Candidates as they use real candidate responses. We ask Senior Examiners to comment on five or more responses in terms of why the mark was awarded with commentary about how to improve the answer (if necessary).

Recommended Reading

Main Text:

Learning from Case Studies – G Easton (Prentice Hall)

Indicative Text:

Alternative Text and Further Reading:

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