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SOMA 3743 Marketing Strategy


COURSE DESCRIPTION:

The course emphasizes the application of key strategic issues and theories to a variety of marketing issues. The intent of this course is to provide students with a deeper understanding of the process of formulation, implementation, and management of marketing strategy. Using the case study method, class presentations, discussions, and guest lectures, students will gain experience in analysis and decision-making skills for the future success of a business.

 

LEARNING OUTCOMES:

By the end of this course, the student should be able to:

  1. Gain deeper understanding of marketing strategy
  2. Formulate, implement, and manage marketing strategy
  3. List relevant tools necessary for conducting strategic marketing analysis
  4. Use brand building techniques to achieve competitive advantage
  5. Assess key implementation issues and challenges associated with them.

 

COURSE FORMAT/ OBJECTIVE:

The aim of this course is to provide students with key tools, and solid experience in creating market-driven strategies for competitive advantage. Strong focus will be on discovering and developing a set of unique competencies for a firm in achieving strategic differentiation, which ultimately will create sustainable competitive advantage in the market place. Students will be exposed to various market driven analytical tools including internal/external analysis, customer analysis, competitor analysis, market analysis, and comparative strategy assessment.

 

REQUIRED READINGS:

  1. Aaker, D. A. (2013). Strategic Market Management. 10th ed. Wiley.    
  2. Keller, K. L. (2011). Strategic Brand Management. 2nd ed. Trans-Atlantic Publications.

 

PREREQUISITES: NONE                              

 

FORMATIVE ASSESSMENT:

Final Exams: 60%; Group Presentation/Assignment: 20%; Mid-semester 20%.