Marketing Strategy

AY2022/2023 Semester 2

The purpose of this course is to prepare you for real world marketing challenges involving complex decisions that carry financial consequences for the firm. This is an advanced course for undergraduate students specializing in Marketing. Taken in the final semester of your final year, this course serves to integrate all the concepts and frameworks that you have learned from prior marketing courses. You will address critical decision issues involved in marketing planning at a strategic level, including segmentation and positioning, product development, new market entry, and management of the marketing budget. In order to gear you up for the role of a Marketing Manager (a position which many of you are aiming -and likely-to hold within five years of graduation), this course provides an experiential learning environment in which you will gain not only an appreciation but also a personal feel for the tasks of strategic marketing planning and decision making. Within this environment, you will learn to become an effective marketing decision maker, one who is capable of minimizing (though not completely removing) much of the uncertainties surrounding marketing decisions through disciplined analysis and prudent judgment. In this course, you do not just read about marketing strategy formulation;you practice it! And you do not just talk strategy recommendation; you execute it (and be accountable for the result of it)!