Brief Course Description
1. Course Title:
Marketing Planning Project
2. Language of Instruction:
Tiếng Anh
3. Course Code:
MAR301 (1)
4. Credits:
4
5. Course Objectives:
Understand the analytical processes and tools for strategic marketing planning.
Be able to analyze the Marketing Situation (market segmentation, customer, competitor and company insights) to review the company's current marketing strategy including STDP and marketing mix activities to identify problems, opportunities.
Be able to analyze market opportunities to set marketing objectives and strategic focus to position and create a new marketing campaign.
Learn to create a comprehensive marketing plan with detailed marketing activities for implementation and track progress and budget.
6. Brief Description of Course Content:
This course serves as an introduction to the processes and analytical tools for strategic marketing planning. It is developed in an Action Learning method that provides students with total immersion, interactive discussion, lateral learning, case study, and planning workshops.
The course will facilitate students to analyze and discuss best (and poor) practices in strategic marketing management with coaches and guest speakers from related industries.