Strategic Marketing Planning

Catalog description

This course examines how managers from across any business or non-profit organization are impacted by, and have impact on, the marketing activites of the organization. Strategic planning for marketing will be highlighted throughout the course. Specifically, environmental analysis, market segmentation, and positioning analysis will be examined as the pathway to the ultimate development of strategies in the four key decision areas of marketing: product, pricing, distribution, and integrated marketing communications. The ethical and spiritual implications of various marketing practices will also be discussed. Prerequisite: BUS-5000 Foundations of Business I.