MBA630 - Strategic Marketing

Strategic Marketing encompasses the vision of marketing as a value creating process that is essential to the formulation of a customer-driven strategy by selecting target markets, setting objectives and developing, implementing, and managing marketing programs designed to meet the value requirements of the customers in each market. Students will study strategic positioning, market opportunities, pricing strategies, market analysis, as well as product differentiation with an overarching goal to ensure the firm maintains a competitive advantage within its current and future markets. Strategic and tactical analysis of the marketing mix will be covered in a decision making focus, together with considerations of globalization, leadership, data driven decision making, and integrated marketing for brand building and equity. This course uses an application-oriented approach to study marketing strategy and incorporates real-world examples of marketing strategies adopted by both large and small companies in a variety of business areas.
Prerequisite(s): MBA 500
Fulfills: 4+1
Credits: 3
History: MK630Course Learning Outcomes

Evaluate marketing strategies by taking into consideration factors such as consumerism, market research, data analytics, and its overall effectiveness in maintaining the firm’s competitive advantage in existing and future markets. (Leadership)
Assess the impact of shifting perspectives on globalization, ethics, sustainability, corporate social responsibility, and technology on strategic marketing decisions. (Knowledge of the Business Environment).
Formulate a strategy to positively position a firm’s brand within and across sectors so as to ensure the creation, capture, and delivery of value. (Leadership) and (Business Knowledge and Skill).
Synthesize relevant internal and external data, and then leverage this information to enhance the value proposition of a firm through innovation, market penetration, and product and service development and diversification. (Business Knowledge and Skills)
Judge the effectiveness of strategic marketing decisions in the context of the intended goals and objectives of the firm. (Business Knowledge and Skills)