MG 660 Strategic Marketing

This course is designed to develop the ability to apply a market-oriented perspective in analyzing environmental factors and organizational resources and capabilities to formulate goals and design marketing strategies that are customer-driven. Strategic marketing planning is the process of arriving at marketing decisions that are sourced from an organization's mission and driven based on the integration of the major goals of all business units whose collective efforts, along with the marketing function, are necessary to achieve a sustainable competitive advantage. This course will emphasize the use of critical thinking skills by concentrating on marketing cases involving real-world organizations. Issues arising from these cases will encompass problems, opportunities, and threats that require sound decision-making regarding identifying marketing opportunities, conducting environmental analysis, formulating marketing strategy, and implementing and evaluating marketing programs.