Course details
The academic aim of this course is to equip you with the knowledge, skills, and competencies to interpret and develop marketing strategies in current and future business environments that create and capture value. The course also aims to provide you with a foundation of how to internationalise business and to apply it to any type of organization or service. Lectures are designed to build upon the basic foundations of marketing, so that students can use marketing principles in strategic planning. You will learn to apply marketing research techniques, evaluate trends in the competitive landscape, apply market segmentation and target market selection. Application of the controllable elements of price, distribution, the product life cycle and marketing communications, are part of the course delivery. Labs are geared toward solving company marketing problems in case study formats, with a view to finding solutions by applying the strategic planning process. You will work both in teams for the case studies and individually for your own capstone project. Completion of all individual assignments and team work is expected, to pass this course.
Prerequisite(s)
- No prerequisites are required for this course.
Credits
3.0
- Not offered this term
- This course is not offered this term. Please check back next term or subscribe to receive notifications of future course offerings and other opportunities to learn more about this course and related programs.
Learning Outcomes
Upon successful completion, the student will be able to:
- Critically evaluate and analyse the principles of marketing.
- Identify distinctive features of both consumer and business markets. Apply target market segmentation strategies that will achieve success in these markets.
- Discuss the components of a marketing plan and the importance of a strategic orientation for marketing.
- Apply a SWOT analysis to current marketing examples.
- Assess how the non-controllable elements of the marketing environment impact the marketing plan.
- Analyse the competitive environment in marketing situations with a view to decision making.
- Critically assess the key factors affecting business performance in international markets.
- Critically appraise the impact of emerging issues on international marketing activities.
- Evaluate an organization’s ability to respond to global external forces, in order to make decisions about marketing strategies.
- Create a strategic marketing plan, using the marketing research gathered, for chosen business.
Effective as of Fall 2014
Related Programs
Marketing Management Strategic Planning (MKTG 4010) is offered as a part of the following programs:
School of Business + Media
- Business Management - Advanced Diploma
Advanced Diploma Full-time/Part-time
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