Course Code

MKT 410

Course Title

Strategic Marketing

Course Credit

3 hours

Prerequisite Course

MKT 201

Course Level

4

Course Description

This course focuses on the process of planning, organizing, implementing and controlling the marketing activities of the firm. It provides full coverage of both short-term and strategic planning o marketing activities and its relationshio0p to corporate strategic planning. It also discusses how to develop a strategic marketing plan considering all internal and external environment factors. Strategic analytical tools are further discussed in order to achieve a strong competitive position for the firm in the market.

Course Material

Mooradian, T.A. & Mantzler, K. (2014), “Strategic Marketing”, Pearson Education, Ed 1

Reading Recommendation

Ferrell, O.C. & Hartline, M.D. (2011), “Marketing Strategy”, South-Western Cengage Learning, Ed 5.

Coarse Language

English