BUSA 6200 Strategic Marketing

The marketing mix involves price, product, promotion and place. By adopting a strategic view of marketing we ensure that the marketing plan clearly articulates the business level strategy in the marketplace. A necessary attribute of “clear articulation” is internal consistency with the mix. This strategic view then insures that marketing decision-making focuses on the linkages between strategic management and marketing management. Specific topics covered include opportunity analysis, the formulation of marketing strategies, and the implementation and control of these strategies.

Credits

3

Student Learning Outcomes

The key course objectives include the ability of students to:

1. Demonstrate understanding of marketing concepts and theory and their application to the business environment.
2. Demonstrate understanding of the relationship of marketing to corporate and business level strategy.
3. Demonstrate critical and analytical thinking skills to solving marketing problems.
4. Demonstrate recognition of ethical issues / dilemmas and their potential consequences when analyzing marketing problems
5. Demonstrate understanding of the impact of product life cycle and market maturity in developing a marketing strategy.
6. Demonstrate the ability to formulate functional level marketing strategies to complement and support corporate and business level strategy.