6439 (v.5) Competitive Marketing Strategies 660

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Area:	Graduate School of Business
Contact Hours:	3.0
Credits:	25.0
Lecture:	1 x 3 Hours Weekly
Prerequisite(s):	5282 (v.6) Marketing Management 555 or any previous version
This is an advanced marketing unit that brings together theory and practice in strategic marketing planning. The focus is on dynamic manoeuvring for competitive position including the use of various offensive or defensive strategies. Covering the impactof technology, for example, changes wrought by the advent of e-commerce, analytical tools, planning, implementation and evaluation of marketing strategies. Taught primarily through the use of case studies, a strong international focus and a practical emphasis are key characteristics of this unit.