Strategic Marketing

This course will review and appraise contemporary marketing strategy, literature and practice to provide students with a comprehensive understanding of marketing and business strategy.

Objectives

Participants will be supported in order to be able to answer questions such as: What are the opportunities and the threats from the environment? What are the problems and the strengths? What are the possible alternative strategies? What is the sustainable competitive advantage? Which is the alternative development? Which markets are attractive?

Prerequisites

There aren't any

Syllabus

The course emphasizes in the role of marketing in creating value for the customer and for all "members" of the company (owners, shareholders, staff). The course is a synthesis and integration of all marketing elements within the strategic marketing planning. Emphasis is placed on strategic areas, in particular those that have significant effects and related to the strategic marketing decisions in competitive conditions. It focuses on strategic decisions that have both medium- and long-term impact on business. The process of strategic decisions is supported by the analysis of the external environment of the enterprise as the analysis of the business itself