BUS4005 - Strategic Marketing

學分: 3
時間: 45小時
先修單元: BUS2001 Principles of Marketing and BUS3001 Marketing Research or with the Instructor’s permission and upon endorsement of the relevant Head and Programme Director
This module aims to study the nature, function, and significance of strategic marketing; to develop knowledge and skills related to the formulation, implementation, and evaluation of marketing strategy, and to examine contemporary issues of strategic marketing in both local and international contexts.
Upon completion of this module, students should be able to:

  1. understand the strategic marketing planning process, and identify underlying factors that must be considered in developing marketing strategy;

  2. interpret industry structure and competitive position that determine a company’s strategic leverage;

  3. identify and select among alternative strategic options through analysis of customers, competitors, industries and environments; and

  4. apply strategic marketing planning approaches to various industry and environmental settings.