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.
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.