SSC 365 Strategic Management and Marketing

Content

    The course focuses on formulating and implementing marketing management strategies and policies, a task undertaken in most companies at the strategic business unit level. The marketing management process is important at all levels of the organization, regardless of the title applied to the activity. Typically, it is called corporate marketing, strategic marketing, or marketing management. For our purposes they all involve essentially the same process, even though the actors and activities may differ. The course will provide you with a systematic framework for understanding marketing management and strategy. Accordingly, the course emphasizes the following:

• Sustainable marketing to strive for the long run survival of customers and the businesses that provide for them.
• Creating value for customers in order to capture value from customers in return.
• Managing return on marketing to recapture value.
• Harnessing new marketing techniques.
  
• Marketing in a socially responsible way around the globe.
• The use of Social Media in Marketing.
  

Instructor

Dr. Fred Krautwurst

Period

Spring / 2012

Aim

This course is concerned with the development, evaluation, and implementation of marketing management in complex environments. The course deals primarily with an in-depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques, and models. The course addresses strategic issues such as:

•    What business should we be in?
•    What are our long-term objectives?
•    What is our sustainable marketing competitive advantage?
•    Should we diversify?
•    How should marketing resources be allocated?
•    What marketing opportunities and threats do we face?
•    What are our marketing organizational strengths and weaknesses?
•    What are our marketing strategic alternatives?
•    How do we use Social Media?

To ensure that students have a solid foundation of the fundamental marketing decision-making tools and management of all of the elements of the marketing plan.

Course Material

• Principles of marketing, 5th European Edition, by Kotler/Armstrong/Wong/Saunders, Financial Times Press, 2008, ISBN 978-0-273-71156-8