Course overview
The course examines the development and implementation of marketing strategy by providing a framework from which to identify and evaluate strategic options and programs. Topics: forecasting and contextual possibilities, product category life cycles and strategic implications, product-market definition, relationships with channels of distribution, relationships with customers, competitive analysis, models for marketing strategists, portfolio models, strategic assessment of offerings, marketing strategy implementation systems. This course requires that students have a strong foundation of marketing knowledge gained from Introduction to Marketing (in particular a knowledge of market segmentation).
Course learning outcomes
- Compare and contrast the key principles of marketing strategy
- Explain marketing and strategy concepts and ideas in their own words
- Think strategically about marketing issues and provide recommendations
- Successfully work as a team
- Deliver an oral presentation in a professional, engaging manner
- Prepare a professional, logical and coherent report in the form of a marketing plan
Degree list
The following degrees include this course