Introduction

MARKETING Strategy is the capstone course for marketing majors. Having taken all the required courses prescribed by the program, you are now ready to put all the pieces together for a complete picture.

There will be little, if any, rehashing of the foundation concepts you have learned in other marketing courses. Instead, you will work with the tools you have developed in those courses and play the role of a marketing manager.

With the emergence of the Internet, marketers have gained another strategic tool. There will be ample opportunities in the course to explore how the Internet affects marketing strategy and management.

Course objectives

We will explore the process of decision making, strategy development, elements of competition, and the tools that assist in decision analysis. The course aims to help students achieve the following objectives. Every student will reach these objectives proportionate to their commitment to the goals and willingness to do the required work to achieve them.

• Understand the role of strategic planning in marketing management
• Learn the importance of the Internet as a strategic marketing tool
• Be able to go through the process of developing an integrated marketing plan for an organization
• Learn marketing decision analysis and its tools
• Learn how to integrate technology into marketing management
• Develop, improve and use written and oral communication skills