Class Strategic Marketing Management

Strategic marketing management intends to integrate strategic aspects of marketing into global business management policies and the use of corporate communication as a tool to implement this strategy. It presents the various marketing options existing in the strategic context, allowing its operationalization. On the other hand, it addresses the marketing planning of an organization in order to achieve its objectives and achieve a performance superior to its competitors

Not applicable

Marketing and the competitive context The concept of Marketing Strategy Market-oriented strategies Strategic Analysis - Analysis of the Environment Internal analysis of the organization and the portfolio of products and services Marketing decisions and the articulation with the mix Segmentation, Target Market and Positioning Competitive Strategies Porter and Drucker Relational and experiential strategies Brand strategies Definition of strategic variables Strategic portfolio and brand management Strategic price management The strategic management of distribution channels The strategic management of communication. Strategic Management of People, Processes and Physical Evidence. Strategic marketing plan and contingency plans. Current challenges of marketing management.

The practical component allows the discussion and elaboration of cases with the aim of a greater assimilation of the theoretical contents. Simulations of marketing plans adapted to specific contexts are also made

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