MARKETING STRATEGIES

Course Description

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MARKETING STRATEGIES

Evaluation Tools (Active Term)

Course outcomes

1. 01 Explain the key impacts on strategy making and developing a marketing strategy.
2. 02 Applying techniques regarding to the internal and external forces driving a company.
3. 03 Demonstrate the role of stakeholders in strategic development.
4. 04 Develop the theme to contribute to development of sustainable strategies.
5. 05 Implement marketing communications and understanding the role of branding in a company’s strategy.
6. 06 Describe the interplay between technology and people when implementing marketing strategies.
7. 07 Explain organizational culture and its impact for success
8. 08 Discuss globalization and its impact on lives of consumers and organisations.

Course Syllabus

Reference Books & Course Materials

1. 01 Hooley, G., Piercy , N., Nicoulaud, B., Rudd, J., & Lee, N. (2024). Marketing Strategy and Competitive Positioning, 8th edition. Pearson.
2. 02 Articles related to the subject

Learning Outcomes

1. L01 Describe the importance and reasons to implement marketing strategy into overall business strategy
2. L02 Observe market opportunities, scan and perform market forecasting
3. L03 Differentiate marketing strategies for new, growth and declining markets
4. L04 Explain market segmentation, differentiation, positioning and targeting processes

Program Outcomes

1. Demonstrate advanced knowledge of core concepts and theoretical frameworks in Management Information Systems, and apply them to develop innovative models that reflect current advancements in the field.
2. Analyze complex organizational problems and design integrated information systems solutions by applying advanced MIS knowledge and synthesizing multiple theoretical perspectives.
3. Develop and manage database systems and data-driven applications that ensure effective storage, retrieval, and use of organizational data in real-world contexts.
4. Utilize data analytics, business intelligence tools, and data visualization techniques to extract actionable insights and support strategic, data-driven decision-making.
5. Evaluate and apply emerging technologies such as AI, IoT, and Blockchain to drive digital transformation, enhance organizational performance, and formulate original research inquiries.
6. Conduct independent and collaborative research using appropriate methodologies, and communicate findings effectively through scholarly writing and presentations suited to diverse audiences.
7. dentify and address ethical, legal, and societal implications in the research, development, and use of information technologies, adhering to scientific and professional standards.
8. Collaborate effectively in multidisciplinary teams and demonstrate leadership in addressing complex technology-driven challenges.
9. Apply project management methodologies and tools to plan, execute, and monitor IT projects within organizational settings.
10. Develop and integrate information systems that align with organizational goals and strategies, supporting innovation and sustainable growth.
11. Perform comprehensive systems analysis and design, including requirements gathering, modeling, prototyping, and evaluating enterprise system architectures such as ERP, CRM, and SCM.
12. Assess and mitigate organizational information security risks by applying appropriate principles, technologies, and best practices in cybersecurity.

Po-Lo Matrix