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OBJECTIVES:
- Describe overall the process of developing and implementing a marketing strategy.
- Provides the framework for two critical issues on marketing strategy: the choice of market targets and the building of strong competitive positions.
- Examines the techniques available for identifying market segments and creating a sustainable competitive position in the marketplace
- Explain the implementation issues in more detail such as strategic customer management, corporate social responsibility, strategic alliances and networks and internal marketing.
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LEARNING OUTCOMES:
- Grasp firmly the process of developing and implementing a marketing strategy.
- Explain the two critical issues on marketing strategy: the choice of market targets and the building of strong competitive positions.
- Use the techniques for identifying market segments and creating a sustainable competitive position in the marketplace.
- Apply the acquired knowledge in solving a real-life company case.
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