BA 549

The overall goal of the course is to develop your ability to think strategically about marketing problems and their potential solutions. To achieve this goal, the course focuses on the marketing planning process as the basic framework for integrating and coordinating marketing decisions. The focus is on strategic decisions that have long-term impact on the organization and are difficult and costly to reverse. The strategic decision-making process is supported by an analysis of the organization’s external environment and an internal self-analysis of the organization. Prerequisite: BA 541.