Marketing Strategy_1119_2131

                    This course deals with the process of developing and implementing a marketing strategy. It focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage within the given context.

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.

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.

Lecturer: Jorge Martínez

jorge.martinez@hoasen.edu.vn

0905800030