This is part one of a two-part course. Strategic marketing attempts to determine how an organization competes against its competitors in a marketplace. Specifically, it aims at generating a competitive advantage. Marketing planning does not exist in a vacuum, however. Marketing planning must, in its basic form, support corporate strategy, and, in the past decade, marketing has been recognized as driving corporate strategy, which will be discussed in the next semester.
Upon completion of this course, the student will be able to: