Catalogue 2019 - 2020

MK 638 Marketing Planning and Strategy


3 cr.


MK 640.

Course Description

This course is an in-depth study of decision-making in marketing from the position of the chief marketing executive of a company or of a division of a large corporation. Emphasis is given to strategic marketing planning, managerial analysis of the marketing environment, market opportunity evaluation, and the design of marketing plans and programs consistent with the objectives of the organization and integrated with other functional segments of the enterprise.