BU 6062 - Strategic Marketing (2)

The basic objective of this course is intended to provide students with an understanding of the strategic marketing planning process from research and practitioner perspectives. It covers the concept of strategic marketing from the customer and brand perspective. The course will go into the concept of marketing strategy: targeting, getting a sustainable competitive advantage and brand positioning. Emphasis of this course will also be directed toward marketing implications. Note: This course is changing to a 3-hour version over the 2016-2017 academic year. The last time this course will be taught for 2-credit hours is Fall 2016.