Strategic Marketing
Course Code: MKT 411
Credit Hour: 3
Course Group: Specialization Course: Marketing
Introduction: Basics of Marketing – Foundations of Strategic Marketing Management.
Marketing-Driven Strategy: Marketing –Driven Strategy – Marketing Orientation – Capabilities-Creating Value for Customers – Becoming Market Driven.
Business and Market Strategies: Corporate Strategy-Business and Marketing Strategy – Marketing Strategy Process – Preparing the Marketing Plan.
Market Targeting and Strategic Positioning: Market Targeting Strategy – Targeting In Different Market Environment – The Positioning Process – Determining Positioning Effectiveness.
Relationship Strategies: The Rationale for Inter Organizational Relationship – Types of Organizational Relationship – Developing Effective Relationship between Organizations – Global Relationship Organizations.
Strategic Brand Management: Product Management Issues – Analyzing Product Preference Strategies for Products Brands Strategic Brand Management Process.
Pricing Strategy: Strategic Role of Price – Analyzing the Pricing – Selecting the Pricing Strategy – Determining Specific Prices and Policies.
Promotion, Advertising and Sales Promotion Strategies: Promotion Strategy – Advertising Strategy – Sales Promotion Strategy.
Sales Force and Direct Marketing Strategies: Developing and Implementing Sales Force Strategy – Direct Marketing Strategies.
Marketing Strategies Implementation and Control: The Marketing Plan – Implementing the Plan – Strategic Evaluation and Control – Performance Criteria and Information Needs – Performance Assessment and Action.
Book Recommended:
David W Cravens and Nigel F. Pierce, Strategic Marketing, Latest Edition, Irwin McGraw-Hill, USA.