SEMINAR IN STRATEGIC MARKETING

Catalog description

This doctoral seminar focuses on strategic marketing models. Strategic Marketing is a broad term with many meanings. It is concerned with the choices and planning of resource deployments to achieve marketing objectives in a target market. It involves analy sis and decision-making regarding marketing goal setting, target market selection, desired positioning, and resource allocation decisions that define how to do it. The fundamental goal is to achieve and maintain a fit between the organization and its changing environment.