Course Description

Course Name

Marketing Strategy

Session: VSOS3221

Hours & Credits

3 Credits

Prerequisites & Language Level

Taught In English

  • There is no language prerequisite for courses at this language level.

Overview

Course Description
Managing in the constantly changing environment of the 21st century for business success is a challenging job for marketing managers. The key challenges for managers include: understanding the market as a fundamental premise of formulating market-driven strategy; strategies for undertaking market analysis and identification of current and future competitive positions. This advanced level marketing course is designed to develop new skills and consolidate prior knowledge and skills learned in other marketing courses to develop a proactive strategic marketing management approach.

The course deals primarily with an in-depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques and models with the development, evaluation, and implementation of marketing strategy in complex environments.

By the end of the module students should have:

  • an advanced understanding and critical appreciation of the conceptual models that underpin the strategic marketing planning process.
  • a critical appreciation of the complex nature of strategic management decisions and potential barriers to their implementation.
  • the ability to apply both managerial judgment and high level analytical tools to a range of complex strategic marketing problems.

Textbook

  • Strategic Market Management Global Perspectives, 1st edition by David A. Aaker and Damien mcLoughlin.

Teaching material will be posted on the EKU system in advance.

 

*Course content subject to change