Strategic Marketing

The principal focus of this module is to help students understand the rationales underlying critical managerial decisions in the areas of marketing management (i.e., decisions concerning the design of the marketing program), market strategy (decisions concerning where to compete in the marketplace), and marketing strategy (i.e., decisions concerning how to compete in the marketplace) and to integrate them in formulating strategic marketing decisions. Strategic marketing decisions consider the study of organizational, inter-organizational, and environmental phenomena of significant importance from the standpoint of the long-term performance of organizations. They are concerned with the following:

• consumers, customers, competitors, collaborators, and the context,
• behaviors of organizations involving the use of marketing resources toward the creation, communication, and delivery of products that offer value to customers in exchanges with organizations, and
• behaviors of organizations in the marketplace involving marketing resources to engender specific affects, cognitions, and behaviors in customers.

An applied sciences research-orientated university, promoting research excellence and innovation for the benefit of science and society. Recently developed strategic plan gives emphasis on campus life, student experience and sustainable development within the 17 UNSDG’s framework.

CUT is young, public university, established in 2004, first outside the capital city, attracted high-caliber researchers and students.