Strategic Marketing

Catalog description

Strategic Marketing encompasses the vision of marketing as a value creating process that is essential to the formulation of a customer-driven strategy by selecting target markets, setting objectives and developing, implementing, and managing marketing programs designed to meet the value requirements of the customers in each market. Students will study strategic positioning, market opportunities, pricing strategies, market analysis, as well as product differentiation with an overarching goal to ensure the firm maintains a competitive advantage within its current and future markets. Strategic and tactical analysis of the marketing mix will be covered in a decision making focus, together with considerations of globalization, leadership, data driven decision making, and integrated marketing for brand building and equity. This course uses an application-oriented approach to study marketing strategy and incorporates real-world examples of marketing strategies adopted by both large and small companies in a variety of business areas.