BUS4058F - Strategic Marketing Management

Course Outline:

This course explores the field of strategic marketing and assumes market and stakeholder orientations. It seeks understanding of strategic analysis in general and customer, company and competitor analysis specifically. It then teaches the craft of strategy design from both prescriptive and descriptive perspectives. Therefore it includes both conventional and contemporary marketing strategy theories. The course concludes with approaches for strategy implementation and specific emphasis on marketing metrics, societal challenges and strategic control.