Dec 26, 2024  
2021-2022 Academic Catalog 
    
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2021-2022 Academic Catalog [Published Catalog]

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MKTG 530/5306 - Strategic Marketing (3 cr.)


Description
This course seeks to develop the student’s skills in applying the analytic perspectives and concepts of marketing to such decisions as: segmentation, targeting, positioning, branding, pricing, distribution and promotion.The course addresses the relationship of marketing to environmental forces and other business functions. Principal topics include resource allocation, market entry/exit decisions, and competitive analysis. The course stresses on the analysis, planning, and implementation issues marketing managers encounter when they develop market strategies in competitive environments. This is done by case analysis of marketing problems and examining current developments in marketing practice. Topics include a focused review of competitor analysis, buyer analysis, market segmentation, and assessing business competitive advantages. Product portfolio issues are identified and marketing strategies developed, assessed and implemented.


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