Strategic Marketing and Planning - DPS 15357
| DPS 15357 | 36 hours |
Strategic marketing and planning is cornerstone to marketing management.
This course adopts the Harvard Business School Interactive Learning Model, which operates under the premise that success in business comes with experience and knowledge gained through connecting with customers and analyzing their needs.
The course equips students with a strategic framework for analyzing market opportunities and risks, creating customer value, and shifting current marketing approaches to enhance competitive advantage. The marketing strategy framework helps pinpoint where you are right now, ties together different marketing/business issues, and defines a marketing management roadmap in unison with technological advancement and fertile business opportunity.
Programs:
Prerequisites
- DPS 15350 Marketing Fundamentals
Objectives:
The course helps students to:
- Critically analyze market environments, define a strategy that builds competitive advantage, and influence consumer behaviour for positive brand positioning.
- Determine the nature of an underlying marketing issue and develop solutions consistent with your overall analysis.
- Gain an understanding of the role of strategic planning in the marketing management capacity.
- Analyze the competitive market environments using the Harvard business model, link the marketing strategy to executable tactics, and develop a comprehensive and integrated marketing plan.
- Recognize the cross-functional implications of marketing decisions through case simulations, explore marketing topics in greater detail, and apply these to a real-world context.
Outcomes:
- Ability to apply marketing strategies to a business organization and develop an effective marketing plan
- Ability to identify areas of strength and weakness within a firm
Additional Comments:
- Textbook required
