EMBA 517 - Strategic Marketing

3 credit hours

Firm strategy is based on the principle of satisfying consumer wants and needs better than competitors. Required tools include an understanding of buyer behavior, methods for conducting consumer research, understanding of the roles of environmental factors, and general strategic planning principles. Knowledge of the estimated wants and needs of customers, actions of competitors, and the resources and objectives of the firm are combined to identify the best strategic position. The task of marketing management is to maintain competitive advantage by putting the positioning plan into effect.