Strategic Marketing

This course provides students with the knowledge and skills necessary to develop, implement, and evaluate marketing strategies that drive long-term business success. This course covers topics such as market segmentation, targeting, positioning, competitive analysis, and the marketing mix (product, price, place, promotion). Students will learn how to create comprehensive marketing strategies that align with an organization’s objectives and respond to market opportunities. Through case studies and real-world projects, students will gain hands-on experience in strategic decision-making, marketing planning, and market analysis.

Upon successful completion of this course, students will be able to:

• Market Segmentation, Targeting, and Positioning (STP): Students will learn how to analyze markets, identify target segments, and position products or services effectively to meet the needs of specific audiences.
• Competitive and Environmental Analysis: Develop skills in conducting competitive analysis and environmental scanning to understand market dynamics, competitor strategies, and external factors that influence marketing decisions.
• Marketing Mix Development: Gain proficiency in creating and optimizing the marketing mix (product, price, place, promotion) to craft strategies that maximize customer value and business performance.
• Strategic Marketing Planning and Implementation: Learn to develop comprehensive marketing plans that align with organizational goals, as well as how to implement and evaluate these plans to ensure their effectiveness in achieving business objectives.

These outcomes aim to prepare students for leadership roles in marketing by equipping them with the strategic thinking and practical tools necessary to develop marketing strategies that drive business growth and competitiveness.