MARKETING STRATEGY 

In today's rapidly evolving business landscape, the ability to develop and execute effective marketing strategies is more critical than ever before. This course provides students with the knowledge and skills necessary to craft and implement winning marketing strategies that drive business growth. By examining case studies and a marketing strategy simulation, students acquire the knowledge and tools utilized by marketing executives in actual practice.

To make sound decisions and thus achieve career success, marketing managers must be familiar with financial analysis principles because marketing decisions often require a commitment of resources. These decisions include: what is the best way to launch our brand? Should a new product be added? Does spending more on advertising increase prices? Change distribution channels? Like all other major decisions made by marketing managers, these demand economic justification. Will we make money? Is the return adequate? What is the required break-even volume? To answer these questions, it is critical that students learn how to develop and apply quantitative analytical tools. Therefore, this course is dedicated to the development of strategic market-management decision-making skills.

Course Objectives

• Gain a comprehensive understanding of the fundamental concepts of marketing strategy
• Develop the ability to conduct thorough market research and analysis
• Master the art of identifying and evaluating target markets
• Learn how to develop and position products or services for maximum impact
• Create and implement comprehensive marketing plans that achieve desired outcomes
• Measure and evaluate marketing performance using key metrics