Strategic Marketing focus on knowledge of concepts related to marketing, strategy and the principles of strategic marketing analysis.
Beside, the student must have a prior knowledge required in the field of marketing techniques and the principles of strategy in general.
The program of this module includes the following axes:
1. The concept of strategic marketing and its dimensions.
2. The field of strategic marketing.
3. Factors affecting strategic marketing decision-making.
4. The difference between strategic marketing and marketing management.
5. The difference between strategic marketing and operational marketing.
6. Specifically the goal of the marketing strategy
7. Marketing strategy design
8. Types of marketing strategies
9. Diagnosis and analysis of the organization’s internal and external environment, SWOT analysis.
10. Strategic analysis tools: studying matrices
11. Segmentation strategy - targeting - positioning (STP).
12. The organization’s competitive strategies (pioneer strategy, challenge strategy, follower strategy
