UEH Standard programs in English (20% English)

Marketing Strategy

Tiếng Việt

ECO501187

3

This course provides a comprehensive exploration of marketing strategy, focusing on the formulation and implementation of marketing plans to achieve organizational objectives. Students will develop a strong understanding of marketing concepts, tools, and techniques, and apply them to real-world business situations. The course will delve into the strategic aspects of marketing, including market analysis, segmentation, targeting, positioning, product development, pricing, distribution, and promotion. In addition, the course focuses on introducing qualitative and quantitative tools in data analysis in the field of marketing as a basis for strategic planning.

Equipped with knowledge in strategic management and in economics, especially behavioral economics, and industrial organization, students are capable of formulating marketing strategies effective in contributing to firms’ sustainable competitive advantage in extremely uncertain environment and fierce competition. First, through well-designed market research students explore and accumulate insights into market and consumers’ behaviors, which is considered the prerequisite for marketing strategy formulation. More importantly, on the purpose of enhancing effectiveness of marketing decisions the data collected from the market research is processed, wrangled, analyzed, and interpreted using techniques/test (e.g., RFM analysis, control package test, factor analytics, cluster analysis, discriminant analysis and multi-dimensional scaling), data exploratory analysis, forecasting models, regression models, simulation (e.g., Monte Carlo simulations), and softwares (e.g., SPSS and Excel). Secondly, the consequential findings are the base on which student can proceed with further steps – segmenting, targeting, and positioning. Additionally, competitive analysis (industrial organisation view) and internal evaluation (Resource-based view) are conducted in order that opportunities, threats, as well as strategic resources (meeting criteria VRIN) are sufficiently identified. Third, given sufficiency of information generated from the above evaluations, the marketing strategic process is to be completed with alternatives of marketing strategies. Finally, the best marketing strategy will be deployed into strategies of product, price, place and promotion/communication. Besides the fundamentals, the course integrates basic knowledge of digital marketing into marketing strategic process to make student get familiar with current business practices dominated by internet and smartphone