Strategic Marketing

Catalog description

Explores marketing's role in creating value for the firm and its stakeholders. Examines marketing strategy in the context of global competition and strategic uncertainty. Using analytical tools for decision making, students evaluate and formulate marketing strategy across the product life cycle and in various levels of competitive intensity. Key topics include situational analysis, the marketing mix (4P's: product, price, place, and promotion), segmentation, targeting, and positioning. This course involves working in teams on case presentations and/or crafting strategic marketing plans. <i>IEN</i>