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Dec 26, 2024
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MKT 275 - Advanced Strategic Planning in Marketing With a Global Perspective
Semester Hours: 3
Periodically
This course will cover both the domestic and global aspects of marketing strategy. 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; ethical dimensions of marketing strategies; and other key concepts. In addition, there is a significant portion of class time devoted to the global context of strategic marketing including strategies for communication, buyer behavior, and entry into a market. 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. (Formerly Strategic Planning in Marketing.)
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