HK2-2023-2024

The course includes 9 chapters, presenting knowledge about marketing strategies including the following main contents:
- The significance for marketing strategies in the market: different markets need different marketing strategies so that marketing activities are suitable for each type of market
- Marketing strategy planning: identify factors that need to be learned before implementing marketing strategy planning
- Marketing ethics and social responsibility in marketing strategy: identifying inappropriate behaviors - influencing ethics in marking activities
- Market and competitive space: businesses are always competitive in the market and other competitive pressures
- Market segmentation strategy, target market selection, positioning: Strategic marketing effectiveness defined in different types of segmentation fields
- Customer relationship strategy and customer relationship management: to implement the value creation process.
- Innovation strategy, product development and brand strategy: product portfolio management strategy and brand value management strategy
- Pricing strategy, value chain and marketing communications
- Implement and control marketing strategy.