This Course is designed to achieve the following objectives:
1- Applying marketing concepts to the development of marketing strategy.
2- Integrating marketing decisions with other functional areas of the business.
3-Developing competitive marketing strategies to achieve the organization’s goals and objectives.
4-Preparing students to think critically and take decisions.
The course addresses the challenges of strategic market planning in the rapidly changing environment. Such planning is a process for achieving organizational goals as well as, building long term relationship with customers. The course will help students realize that strategic market planning helps organizations gain competitive advantage in the dynamic marketing environment.
Marketing Strategy, by O.C Ferrell and Michael Hartline.
Some articles may be assigned as students progress throughout the course .
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12
Week
1
2
3
4
5
Topic
Marketing in Today’s economy
Strategic Marketing Planning
Continuous Assessment 1 + Environmental Analysis
Developing competitive advantage and strategic focus
Continuous Assessment 2 + SWOT driven strategic planning
Customers, Segmentation and Target Marketing
Mid term Exam
Product Strategy
Pricing Strategy
Continuous Assessment 3 + Marketing Communications
Marketing Communications
Continuous Assessment 4 + Marketing Implementation
Assignment
Chapter (1)
Chapter (2)
Chapter (4)
Chapter (5)
Chapter (5)
Chapter (6)
Chapter (7)
Chapter ( 8)
Chapter (10)
Chapter (10)
Chapter (11)

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16
Developing and Maintaining Long term relationships with customers
Developing and Maintaining Long term relationships with customers- cont.
The Marketing Plan, Reviewed and Revision
Final Exam
Continuous Assessment (4 assessments) * 20 %
Mid term Exam
Final Exam
20 %
60 %
Chapter (12)
Chapter (12)
Revision
The teaching method will be a combination of lecture, class discussions of assigned topics, and explanation. Individual participation by students in class room is strongly encouraged.
The student is expected to read the materials prior to attending the class.
1To be allowed to set the exam you must attend 75% of lectures and tutorials.
2Late submission of assignments are penalized
3Please study the regulations thoroughly or if in doubt ask the instructor
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