Brief Course Description
1. Course Title:
Strategic Marketing Leadership
2. Language of Instruction:
Tiếng Anh
3. Course Code:
BUS803008
4. Credits:
3
5. Course Objectives:
Strategic Marketing Leadership focuses on the strategic management level in analyzing and applying marketing to create competitive advantages and profits for the business organizations. From a manager and leader perspective, marketing strategy is set at the organizational and strategic level to create superior value for customers, thereby generating profits and development to the business organizations. Marketing Strategy course will help learners equip themselves with knowledge and skills in grasping, analyzing and applying marketing knowledge to develop and implement marketing strategies in the global environment with high uncertainty and complexity.
6. Brief Description of Course Content:
Strategic Marketing Leadership provides students with the innovation, marketing strategy, and leadership skills to help them reach the C-suite and thrive. The course focuses on the skills, confidence, and insights needed to lead a more customer-centric and competitive organization to create and sustain a sustainable competitive advantage in a business environment. Students will learn about two key issues in formulating a marketing strategy: identifying target markets and creating a differentiated advantage, and how to lead strategic marketing successfully. Students will apply their knowledge to implement marketing strategies through strategic customer management, strategic sales organization, building networks and strategic alliances, implementing internal marketing, and corporate social responsibility. Finally, students will develop their own marketing strategy and a marketing plan for a specific business.