MKT60010 - Strategic Marketing Management

(3 units)

This course is designed to develop an understanding of a marketing strategy that maximizes long-term profits for the company. The focus of this course is on managing at the strategic level by targeting, acquiring, retaining, and growing customers. It will examine the management of both strategy and organization to build valuable customers for company growth and profits. It examines the marketing management concepts underlying both consumer and industrial marketing strategy and tactics. It also focuses on marketing environment and the marketing activities that have impact on organizational operations in competitive, global, multicultural business settings. It covers both domestic and international frameworks of the fundamental marketing functions of product, pricing, distribution, and promotion. It explores and analyzes modern marketing problems and solutions from conceptual, legal, social and ethical perspectives.

In addition to the classroom instruction, students are required to get real-World experience through a practicum in an approved organizational setting for 100 - 160 hours. However, if a student is unable to secure a practicum site, another option such as a project will be made available to them to ensure they meet the course requirements through an applied project designed with the instructor. (International students need to meet their international student advisor for details).