MARKETING STRATEGY (4 Credits)

Learning Outcomes:

On successful completion of this course, students will be able to:Explain market driven strategy and development; Identify the right marketing strategy for the right segmentation and targeting; Design strategies to build customer loyalty through customer relationship management; Analyse the brand and IMC programs to support the main strategyand principles learnt before.

Topics:

1. Imperatives for Market-Driven;
2. Market, Segments, and Customer Value;
3. Strategic Marketing Segmentation;
4. Strategic Customer Relationship Management;
5. Capabilities for Learning About Customers and Markets;
6. Market Targeting and Strategic Positioning;
7. Strategic Relationship;
8. Innovation and New Product Strategy;
9. Strategic Brand Management;
10. Value Chain Strategy;
11. Pricing Strategy;
12. Promotion, Advertising, and Sales Promotion Strategy;
13. Sales Force, Internet and Direct Marketing Strategies.