This course presents the analytical and decision-making processes involved in formulating, implementing, and controlling a strategic marketing program for a given product-market entry. It includes discussions of customer, competitor, and environmental analysis; market segmentation and targeting; competitive positioning; implementation; and control. Because the course assumes that the student is already familiar with many of the concepts and analytical tools relevant to these topics, it goes beyond a simple review of definitions and procedures to examine strategic implications. The course also explores how marketing interacts with other levels of strategy and with other functional departments within an organization.
• Examine trends in strategic marketing and how organizations adapt to them.
• Explain how the process of customer segmentation is applied in developing business strategy.
• Prepare an organizational strategic plan.
• Examine how the organization supports business strategy.
• Analyze how organizations implement marketing strategies and techniques
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