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Marketing Strategy

Опубликовано на портале: 17-10-2003
Дисциплина: Marketing Strategy
Год: 2003
Язык: Английский
Тематические разделы: Менеджмент, Маркетинг

This course builds on previous knowledge of marketing by developing an analytic overview of marketing strategy in the broader context of corporate and business unit strategy. The aim of this course is to inject some rigour into the process of marketing strategy development and analysis. It is not a course on general strategic management nor is it a course on marketing mix management as such. This course considers marketing strategy as a link between corporate strategy, business unit strategy, marketing organisation, and marketing mix management. It does so by developing and assessing thematic marketing strategies as sources of sales from the standpoints of growth, share, and profitability. In doing so, this course stresses customer-oriented approaches to marketing organisation, market definition, and market segmentation, as well as an entrepreneurial approach to strategic choice.


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См. также:
Stephen M. Sammut
[Учебная программа]