Strategic marketing (Caruana - Snehota)

Descrizione

Strategic Marketing seeks to build a strategic framework of integrating business objectives, strategies, positioning and activities necessary for effective marketing implementation. The marketplace is in a constant state of change and it is critical that marketers understand the changes taking place and are able to develop marketing activities to pursue opportunities and minimize threats.

Objectives:

• To provide an overview of strategic marketing while highlighting some of the recent developments and directions.
• To explore the impact of marketing decisions on the economic and financial performance of the company
• To provide practical application of concepts learned to the circumstances of a marketing strategy using simulation Markstrat3 and case studies

Reference books

Kotler P., Keller K.L., (Latest edition) Marketing Management, Prentice Hall, Englewood Cliffs: NJ.
Kotler P., Armstrong G., (Latest edition) Principles of Marketing, Prentice Hall, Englewood Cliffs: NJ

Assessments:

The assessment will have two parts. The first part of the assessment, which accounts for 30% of the marks, will require students to work in groups of 5 to 6 persons and provide a report on the Markstrat simulation. The second part of the assessment shall consist of a final exam that will examine the theoretical areas covered during the course and will account for the remaining 70% of the course marks