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MKT 275 - Strategic Planning in Marketing
Periodically
A thorough examination of strategic planning in marketing-the process by which
sustainable customer driven competitive advantages are achieved over time by building
relationships, offerings, timing, and resources. Particular emphasis placed on
planning, integrating, implementing, and analyzing marketing strategies; the context
of strategic marketing management within a firm; alternative strategic approaches
to marketing; such marketing models as Profit Impact of Marketing Strategy (PIMS);
the value chain; benchmarking; customer satisfaction; strategic marketing audits;
the global context of strategic marketing; ethical dimensions of marketing strategies;
and other key concepts. Individual and group assignments, including a computer
simulation.
Prerequisites & Notes
MKT 203. Open only to matriculated Zarb School of Business graduate students
and/or matriculated School of Education and Allied Human Services graduate students
where appropriate.
Credits: 3 s.h.
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