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| Strategic Marketing |
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GeM 8200 Strategic Marketing |
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This is a case course in strategic marketing management.
It is designed to explore the managerial aspects of the marketing function. Quantitative and qualitative analyses of the company, its customers and its competition, commonly used in solving marketing problems, will be emphasized.
The course is organized around the key marketing decision variables: market segmentation and target marketing, product development and strategy, promotion, pricing and distribution; and around the various marketing processes of strategy formulation, organization and implementation. The course includes a marketing audit group project. |
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specific objectives of the course are as follows: 1. To provide an opportunity for students to collectively analyze and solve complex marketing problems through case discussion. 2. To assist students to learn to express their own analyses and solutions more clearly and to listen critically to the ideas of their classmates. 3. To help students sharpen their understanding of marketing concepts, analytical tools and techniques, the marketing process, functions and the environment of marketing institutions, i.e., to help students learn to think like marketing executives and senior non-marketing executives overseeing the marketing function |
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| Topics Include | |||||
| Marketing mix Market analysis Positioning and demand analysis Market research |
Marketing
communications Pricing Designing and managing channels |
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Based upon current information; subject to change | |||
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