Strategic Marketing

Catalog description

Section information text: The current global environment is diverse, technologically reliant, and constantly changing; old skills and tools that were once effective may no longer be efficient for today’s market. In this course, independent scholars examine the global marketplace and identify, adapt, and apply skills and supporting tools that guide them to develop and create a globally competitive advantage in multiple and diverse scenarios and settings. They apply requisite knowledge of marketing concepts, such as the marketing mix, differentiation, and branding for focused markets as essentials for market audit data analysis. Through detailed case studies and marketing audits, independent scholars will develop market analysis skills to determine potential marketing strategies, with an emphasis on the importance of positive social change.