MKTG 347

Strategic Marketing Communication

Graduate School of Business

Recommended for route(s):

[ Regulatory & Policy ] Intellectual Property: Cyberlaw & the Internet

General course Description:

This course is designed to sharpen students' grasp of the strategic and tactical avenues that lead to competitive advantages in the marketplace. The course will begin with a strong emphasis on marketing strategy and introduce students to powerful frameworks that will address two broad goals of any firm: (1) Establish a competitive advantage by offering a super customer value proposition and (2) Generate sustainable organic growth. Since any good strategy needs to be followed up by effective tactics, the course will then segue into marketing communication tactics that will enable the firm effectively accomplish its strategic objectives. Here, the concepts and frameworks will only be applicable to traditional approaches (such as the use of television, print, and point-of-purchase promotions) but also to emergent approaches (such as the use of the internet, mobile media, etc.). Designed from the perspective of executives who are often involved in making strategic as well as tactical marketing decisions to solve contemporary business problems, this course is intended for students whose career plans include consulting and new business ventures (especially those that are related to emerging media), apart from those thinking of careers in marketing.

Course Style: A Substantive course teaches the law, theory, and policy in a particular area of law

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