Marketing Strategies 221711-S
Konwersatorium (KON) Semestr zimowy 2023/24

A marketing strategy and the company's competitive advantage. The range of marketing strategic decisions.

A strategic context of marketing decisions. Corporate social responsibility and strategic planning.

Sources for environmental scanning. The methods for analyzing the environment.

Customer and business markets. Factors influencing consumer and business buyer behavior.

Designing a customer-driven marketing strategy. Segmentation, targeting, differentiation, and positioning.

Product and service decisions. New product development and product life-cycle strategies. Branding strategy.

Pricing strategies and programs. Factors affecting pricing decisions. Price adjustment strategies.

Channel and logistics strategy. Channel behavior and organization. Channel design and management decisions.

Integrated marketing communications to build brand equity. Developing effective communications.

Developing relationships with customers and other groups of stakeholders.

The impact of new technologies on marketing strategies.

Managing marketing in the global economy. Marketing strategies in the global and local markets.

Marketing strategy - implementation, evaluation, and control.

Marketing strategy - group project presentation.

Marketing strategy - group project presentation.