Course Description
Exploration of issues in strategic marketing and key factors that influence the formulation of marketing strategy. A second major thrust of the course is to link strategy to performance by focusing on the strategy formulation and implementation processes (i.e., planning).
Athena Title
MARK PLAN STRATEGY
Equivalent Courses
Not open to students with credit in MARK 9230
Prerequisite
MARK 7510
Semester Course Offered
Offered every year.
Grading System
A - F (Traditional)
Course Objectives
1. Apply marketing principles and concepts learned in Core Marketing Management. 2. Develop and practice your skills in marketing analysis and decision making, integrating information on financial performance. 3. Develop comprehensive marketing plans. These plans will be focused and based on sound analysis of past performance and future opportunities. 4. Develop skills in running business meetings, making persuasive arguments, and thinking on your feet.
Topical Outline
Segmentation, Differentiation, and Positioning Forecasting and Market Assessment Product Planning Value-based Pricing Planning Channel and Distribution Planning Marketing Communication Planning Offensive Marketing Strategies Defensive Marketing Strategies Building Marketing Plans
Syllabus