Management & Marketing
Approved course information last updated: 2 months, 3 weeks ago
Pre-requisites: None
Requisite To: None
Lab Session:
This course investigates the influence of marketing decisions on the success of the firm. The focus will not be limited to the simple marketing management process; rather it is going to be on the strategic perspective of each marketing decision. Specifically, this course intends to do the following: a. To provide students with an understanding of marketing strategy and it’s fit within the firm and it’s environment, b. To provide students with knowledge of the different marketing strategies and their uses, c. To provide students with an appreciation of the influences of the external and internal environments of the firm on strategic marketing decision making, and d. To provide students with analytical skills enabling them to make strategic marketing decisions
- To understand the strategic marketing process as it applies to any firm that attempts to market its products and/or services and ideas.
- To understand the marketing strategy definition and its related components.
- To understand the main strategic options for companies to grow throughout the lifecycle of the firm/product lg1.
- To learn how to analyze the market and industry environments at the micro and macro levels in order to evaluate different marketing opportunities lg3.
- To be able to analyze business portfolios using marketing metrics lg3.
- To learn how to deal with different types of competitors in the market based on the firm’s poisoning strategy lg1 lg3.
- To understand the internal and external forces the affect the success of the firm lg1 lg3