This course provides an overview of marketing management in today’s competitive business environment. It examines strategic planning for an organization and the role of the marketing function in shaping and supporting its strategic direction. The course defines marketing management and market value creation, and it describes how marketing strategies and customer insights can be core competencies for organizations.
Strategic challenges will be discussed regarding understanding and segmenting target markets, positioning products and services, responding to changing consumer behaviors, and navigating competitive pressures. Additional topics include managing brand equity, addressing ethical and legal considerations in marketing practices, and adapting strategies to digital transformation and global markets.
Furthermore, the development and use of marketing metrics are explored, along with specific strategic marketing tools such as market research frameworks, SWOT and competitive analysis, the marketing mix (4Ps/7Ps), customer lifetime value (CLV), return on marketing investment (ROMI), and marketing audits. Emphasis is placed on how these tools support effective decision-making and enhance organizational performance.