STRATEGIC MARKETING PLANNING (3 SCU)

Learning Outcomes:

Upon successful completion of this course, students are expected to be  able  to  identify  and  explain  the  emerging local and global  business opportunities and  issues  in the keep changing  business environment;   to  analyze the market dynamic,  consumer  behavior and industrial development  in order to get the emerging  consumers/customers insights;  to  define  the market segmentation by using the proper analytical tools;  to craft  a compelling  positioning  as a source of sustainable competitive edge to the organizations; and to demonstrate effective team-work, leadership and communication skills in marketing.

Topics:

This course has concerns with helping marketers to identify, select and implement strategic marketing planning   that would make their organizations more competitive in the marketplace. Strategic marketing planning which consists of segmentation, targeting and positioning is the core of differentiation strategy.  With the keep changing environment and technology disruption, it is very important for a marketer to develop a compelling positioning as a source of the competitive advantage.  Understanding the market dynamic, consumers/customers behavior and industrial development are the critical skills that are the key competency of a marketer to be able to properly define segmentation and choose the right target accordingly. Segmentation is a critical decision in this century. With the technology disruption and the fragmentation of Medias, segmentation has required both creative and strong analytical skills. This course, specially designed for creative marketing, also aims to provide decision makers with tools, concepts, methods and procedures by which they can improve the quality of their strategic marketing decision-making.