Knowledge objectives

1) Explain company-wide strategic planning and its four steps.

2) Discuss how to design business portfolios and develop growth strategies.

3) Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value.

4) Describe the elements of a customer-driven marketing strategy and mix and the forces that influence it.

5) List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing return on marketing investment.

Skill objectives

1) Language skill: Be able to talk, communicate and deliver opinions on the importance of strategy making

2) Practical skill: Be able to analyze the macro company strategy; be able to design and plan for micro marketing strategy

Value objectives

1) Development view

2) Broad and overall sense