Course details
Strategic Marketing
MARK 60108A
The course introduces students to advanced concepts of strategic marketing and research in this area. It aims to challenge the way students think about strategic marketing and its role in organizations. The course integrates theory and practice and pays special attention to the application of conceptual knowledge to real-life situations
Multiple topics will be addressed, including the following: the evolution of marketing and its logic; market system dynamics; the process of value creation; internal and external environment analysis; assessments and performance of firms; strategic marketing agility; marketing and other firms' units; and ethics in marketing.
Themes covered
Understanding and defining the market
Firms and their external environments
Competitor analysis and blue ocean strategy
Consumer power in the marketplace
Change innovation and strategic marketing response
Strategic Marketing: planning assessment and control
Ethics changing cultures and firms' adaptability
Strategic Marketing Other firms' functions and firm's expansion
Advancing the future of strategic marketing
Important notes
Course in French : MARK 60108
Course code
MARK 60108A
Subject
Marketing
Program
Master of Science (MSc)
Instruction mode
On-site learning
Credits
3