Brief Course Description
1. Course Title:
Strategic Marketing
2. Language of Instruction:
English
3. Course Code:
BUS603007
4. Credits:
3
5. Course Objectives:
Marketing Strategy 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:
This course provides learners with basic and advanced knowledge and skills of marketing strategy in the global environment. Marketing strategy course includes a wide range of knowledge and skills, which provide leaners a solid understanding and the ability to plan and implement a marketing strategy in today’s market environment. The course provides a comprehensive planning framework based on conducting sound background research, developing market capabilities and competitive advantages, designing integrated marketing programs, and managing customer relationships for the long term. The course also stresses the integration and coordination of marketing decisions with other functional business decisions as the key to achieving a business organization’s overall mission and vision.