Strategic Marketing
Y52.1230
Credit:
Management and Information Technology
This course provides a thorough understanding of the strategic marketing process, from analyzing customer needs, to developing a product/service, integrated communications, taking it to market, fulfillment, and successfully managing customer relationships, including the integration of all channels, from sales to public relations to customer service in order to maximize customer lifetime value. Topics include: the marketing mix and the holistic marketing concept, marketing research and forecasting, environmental analysis, market segmentation, customer relationship management, brand equity, managing marketing programs, such as sales force management, integrated marketing communications (ranging from image and public relations through mass and target marketing, and direct response), online marketing, and return on marketing investments. Through a combination of lectures, presentations, case studies, and multimedia dealing with real-world examples, students will be expected to explore and analyze marketing strategies that are integrated across the organization and its customer touch points, the communications mix across distribution channels, and the customer lifecycle. Upon successful completion of this course, students will have learned how to optimize the core processes of the value chain, how to analyze the competitive environment, how to develop and execute an integrated marketing communications mix, and how to formulate and implement marketing strategies for acquiring and retaining 'valuable' customers.
To register for this course you must be an admitted student in an NYU credit or degree program or have special student status. Admitted NYU credit or degree students may visit NYUHome to register through ALBERT. To apply to an NYU-SCPS credit or degree program, call (212) 998-7100.
