Marketing Strategy
Curriculum guideline
Effective Date:
Course
Discontinued
No
Course code
MARK 4440
Descriptive
Marketing Strategy
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start date
End term
201730
PLAR
No
Semester length
15 Weeks X 4 Hours per Week = 60 Hours
Max class size
35
Contact hours
Lecture: 2 Hours
Seminar: 2 Hours
Total: 4 Hours
Method(s) of instruction
Lecture
Seminar
Learning activities
Lectures will be used to introduce specific areas of study and to provide background information. Case studies will constitute the framework and focus of much of the course. Guest lecturers will complement the class sessions where possible.
Course description
This course is an advanced study of the marketing function. Using analytical techniques, emphasis is placed on analysis and solution of business problems. Special attention is given to planning and positioning strategies.
Course content
- Gathering market intelligence
- Explaining the theory and practise of marketing strategy
- Analyzing customers, competition, and channels
- Developing positioning strategies
- Planning the marketing program
- Managing the marketing mix
Learning outcomes
At the end of the course, the successful student should be able to:
- integrate all phases of marketing into a strategic planning focus
- demonstrate a problem-solving approach to marketing problems
- apply oral and written skills in project presentations
Means of assessment
| Term tests | 30% |
| Midterm examination | 30% |
| Cases, projects | 30% |
| Participation | 10% |
| Total | 100% |
STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.
Textbook materials
Textbooks and Materials to be Purchased by Students
Mullins, Walker, Boyd & Larreche; Marketing Management, Latest Ed. New York NY, McGrawHill Irwin 2006 or equivalent
Prerequisites
Which prerequisite