This
course will give students a solid understanding of the fundamentals of the
strategic marketing planning process including: methods and tools of market
assessment, customer segmentation analysis, development of the value
proposition, positioning and planning of marketing tactics designed to deliver
value to targeted stakeholders. Emphasis is placed on the need to align
marketing principles and theories with the management skills needed for the
preparation of a marketing plan.
Students
will be able to analyze opportunities and threats in both the macro and micro-environments.
Students will also conduct a marketing research gathering data for effective
decision-making and will develop their ability to evaluate gaps.
In
this course, students will begin to learn how to conduct a competitive analysis,
analyze environmental trend, forecast changing market demand and develop
competitive marketing strategies.
This
course requires both understanding of, as well as the ability to apply
marketing principles and theories for managerial decision-making. Class
discussions, written works, oral presentations and exams, will help students to
develop and improve their ability to work on an individual basis as well as on
a team basis. Students needing assistance in organizing their arguments
(quantitatively and qualitatively) are invited to make good use of the
University’s writing and math labs.