SOMA 353 Strategic Marketing Management
The objective of this course is to develop analytical skills in the formulation and implementation of strategies for an organization. The focus is on strategic decision-making which has a long-term impact on the organization. Strategic marketing is the process of creating satisfied customers through the integration of all business functions and through the continuous search for a sustainable competitive advantage through innovation.
Following successful completion of the course, students will have:
- An understanding of fundamental marketing strategy concepts and theories and be able to apply them to diverse organizational and market situations;
- Knowledge about methods and tools necessary for formulating, implementing, monitoring and evaluating marketing strategy;
- The ability to write formal marketing plans and analyse financial information relevant to marketing decision making;
- Problem-based learning skills and will learn how to work effectively within teams for a sustained period of time.
COURSE FORMAT/ OBJECTIVE:
The key objective of this course is to develop analytical skills in the formulation and implementation of strategies for an organization.
- Doole and Lowe. (2005). Strategic Marketing Decisions in Global Markets. Thomson.
- Marketing Strategy Course Book; Available: Commerce B Resource Centre
Final Exams: 70%; Mid-semester Test (Case Study): 30%