2019-2020 Graduate Catalog

MRKT 512 Strategic Marketing Management

All organizations, both for-profit and non-profit, have customers, clients or members. Understanding and reaching more customers, clients or members is the focus of strategic marketing management. This course introduces managers to strategic marketing analysis, approaches to analyzing marketing capability, market segmentation, customer and competitor analysis. The course explains how marketing strategies are developed and how organizations determine their product, pricing, promotional and distribution strategies. The course also discusses the necessary elements to establish effective marketing evaluation and control systems. Finally, the course gives students the opportunity to critically reflect on contemporary marketing practices from a Christian ethical standpoint.