Strategic Marketing Management

Catalog description

Three hours seminar per week The primary objective is to develop skills and gain experience in analyzing a business’s situation and then formulating, implementing, and monitoring marketing strategy in a competitive environment. Focuses specifically on issues such as selecting segments in which to compete, developing meaningful points of differentiation and positioning statements, allocating resources, designing products, setting and managing prices, developing and managing distribution strategies, and developing and managing promotion strategies. Analysis related to these topics will be carried out through cases; application of the processes in discussion will be illustrated through a marketing strategy simulation game.