Learning Outcomes:
- Demonstrate an advanced level of knowledge about key marketing concepts and frameworks;
- Develop skills and ability to to critically analyze businesses’ external and internal environments in order to make strategic marketing decisions that create value for the consumers as well as the firm;
- Develop the capability to utilize market research methods that help businesses understand their consumers better;
- Utilize marketing frameworks to develop a marketing mix that achieves strategic objectives;
- Develop a strategic marketing plan for a product/service.
Indicative Module Content:
Introduction
Managing Customer Heterogeneity
Managing Customer Dynamics
Managing Sustainable Competitive Advantage
Brands
Offerings
Relationships
Allocating Marketing Resources