Strategic Marketing

Course ID
MKT315
Level
Undergraduate
Semester
5
Credit
5
Method
Lecture

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.

Learning Outcomes:

  • Define strategic marketing
  • Distinguish between strategic and tactical marketing
  • Conduct effective marketing research
  • Synthesize strategic options using expanded SWOT analysis techniques
  • Examine PESTEL changes for strategic marketing opportunities
  • Develop a long-term marketing plan
  • Test the effectiveness of marketing programs
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