Course aims:

Analyzing internal and external factors of organizations
Substantiating, designing and implementing marketing strategies;
Integrating marketing strategies into the overall strategies of organizations

Course Entry Requirements:

N/A

Course contents:

STRATEGIC MARKETING - FUNDAMENTALS
DEVELOPING THE MARKETING PLAN - structure 
THE MARKETING DECISION-MAKING PROCESS
MARKETING SEGMENTATION
Marketing mix strategies

Teaching methods:

lectures

Learning outcomes:

The objective of the discipline is to provide students with the main information related to the development and implementation of marketing strategies within an organization and the development of a marketing plan.

Learning outcomes verification and assessment criteria:

final exam

Recommended reading:

Doole, I., Lowe, R.,, Strategic Marketing Decisions In Global Markets, Thompson Learning, LONDON, 2005, 500.
Kotler, Ph., MARKETING MANAGEMENT, TEORA, Bucuresti, 2007, 400.
7. West, Douglas (coord.), Strategic marketing – creating competitive advantage, Oxford University Press, OXFORD, 2022, 300.