Equips students with marketing decision making skills through case study analysis and demonstrates how to develop a strategic marketing plan. Emphasis on the integration of marketing research, market segmentation, targeting, and positioning; and product, pricing, distribution, and promotion strategies. Importance of marketing ethics and corporate social responsibility in decision making. This course is writing-intensive.
Strategic Marketing (external link, click here)
Written by Andrew Whalley, this book has been used to teach BUSN 4101 Seminar in Strategic Marketing.