Strategic Marketing MKT410

This course focuses on the processes of planning, organizing, implementing, and controlling the marketing activities of the firm. It provides full coverage of both short-term and strategic planning of marketing activities and its relationship to corporate strategic planning. It also discusses how to develop a strategic marketing plan considering all internal and external environmental factors. Strategic analytical tools are further discussed in order to achieve a strong competitive position for the firm in the market. Course Goal: To recognize the nature and role of strategic marketing planning in business firms and its relationship to corporate strategic planning. Also, to analyze the internal and external forces influencing strategic marketing planning. Finally, to study and analyze the elements and components of strategic and tactical marketing plans and how to prepare and evaluate them.