|Graduate Catalog StKate.edu|
Credits: 3 cr.
Strategic marketing management requires the integration of plans and processes across all functions of the organization guided by customer/consumer focus (marketing concept) and market orientation. The process involves addressing critical questions. What business are we in (or considering)? Is the opportunity real? Who are the customers? What are their needs (what do they value)? How good are we at developing and delivering unique value propositions? Who are our competitors? How can we organize and design processes to develop and deliver value to our customers/consumers better than our competitors? How do we achieve successfully implementing the marketing strategy? Does the financial return justify investing?