Strategic Marketing gives students a framework to make strategic marketing decisions that sustain a broader corporate strategy within the constraints of a company’s overall objectives. This unit covers: 1) marketing strategy and its relationship to corporate strategy; 2) the marketing strategy toolkit; 3) matching marketing strategy to the market environment; and 4) strategy implementation, measurement and improvement. Examples are drawn from companies using world’s best practice together and the latest advances in theory and research are explored. Learning is practically applied as students develop a strategic marketing plan through guided exercises, self-directed research and syndicate... -- Course Website
Instructor: [email protected]
Prerequisites: MGSM820
