BBA3314 Strategic Marketing
The course will discuss how various environmental factors affect marketing strategies of firms and how firms should adapt to such changes. This course examines marketing strategy using a combination of text and case materials to develop relevant concepts and apply them to business situations. The discussion will go beyond the design of a marketing mix for a brand. Focus will be given to strategic thinking and dependence among various products of the firm and dependence over time.
Course creator: Dr Rohati Shafie (FBM)