MARKETING MANAGEMENT IN THE DIGITAL WORLD (3 SCU)

Learning Outcomes:

Upon successful completion of this course, students are expected to: analyze fundamental marketing principles and tools used in marketing strategy making; analyze global and local marketing issues, consumer behavior and industrial development in order to keep up with environmental challenges; analyze marketing strategies as a source of sustainable competitive edge to the organizations; and develop marketing and customer values, strategic marketing approach, as well as innovation as the sources of competitive advantage.

Topics:

This course is concerned with helping managers identify, select and implement strategies that would make their organizations more competitive in the marketplace. These strategies encompass decisions such as which “products” their firm offers and chooses not to offer, by which markets it seeks to serve and not serve, which competitors it chooses to compete with and to avoid, and what level of vertical and horizontal integration it considers as optimal for all of its stakeholders. Specific ways to compete in the chosen “markets” will usually be characterized by one or more functional strategies such as product line strategy, positioning strategy, pricing strategy, distribution strategy, segmentation strategy, manufacturing strategy, information technology strategy, and global strategy.  This course also aims to provide decision makers with concepts, methods and procedures by which they can improve the quality of their strategic marketing decision-making.