Strategic Marketing

Managers often perceive marketing as a tactic similar to sales, advertising and promotion. In addition, within organizations, marketing is considered an activity which has a supporting role for managers in selling more products and services. However, marketing is something beyond tactics. It involves strategic management that underpins the success of tactical elements. This conception of marketing as a central organizational function, which extends to all areas of the organization, is the foundation of strategic theory, which is covered in this course.

Key learning outcomes:

• Expected to have obtained a full understanding of the process of strategic marketing management in different environments, situations and conditions with a special focus on the industry of tourism and hospitality.
• Realize and support the role of strategic marketing within organizations
• Analyze customers, competitors, business environments and firm collaborators
• Develop, implement and evaluate strategic marketing plans over time.

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