Course Code: BMKT703
Hours Distribution: 3
Course Type: Major Requirements (Major R)
This seminar course focuses on the interaction between the firm and its customers and stakeholders from the managerial perspective to achieve and maintain a fit between the organization and its changing environment. It is concerned with the choices and planning of resource deployments to achieve marketing objectives in a target market. It involves analysis and decision making regarding marketing goal setting, target market selection, desired positioning as well as resource allocation decisions that define how to do it. This seminar will enable candidates to develop their ability to critically integrate findings from strategic marketing literature, explore gaps in strategic marketing literature, and as a result identify research projects that represent priority areas for inquiry.