The course builds a strategic perspective to marketing. It identifies and addresses central marketing concepts such as customer value propositions, customer value, and business models and links them with corporate strategy. Throughout the course, concepts and theories are linked with case examples that help illustrate what constitutes the core of strategic marketing in contemporary business landscape.
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Upon the completion of the course, the students understand the strategic nature of marketing, its role in contemporary business and are able to identify and apply set of marketing tools in practice.