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SOMA 353 Strategic Marketing Management


COURSE DESCRIPTION:

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.

 

LEARNING OUTCOMES:

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.

 

REQUIRED READINGS:

  • Doole and Lowe. (2005). Strategic Marketing Decisions in Global Markets. Thomson.
  • Marketing Strategy Course Book; Available: Commerce B Resource Centre

 

PREREQUISITES: NONE            

 

FORMATIVE ASSESSMENT:

Final Exams: 70%; Mid-semester Test (Case Study): 30%