Jun 23, 2024  
2011-2012 Graduate Studies Bulletin 
2011-2012 Graduate Studies Bulletin [ARCHIVED BULLETIN]

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MKT 275 - Strategic Planning in Marketing

Semester Hours: 3

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.

Prerequisite(s)/Course Notes:
MKT 203 . Open only to matriculated graduate students in the Zarb School of Business and in other Schools at Hofstra where appropriate. See specific program requirements.


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