BUS 276 Marketing

How do organizational leaders identify new opportunities? This module focuses on the assessment and interpretation of the future including prioritization of impending opportunities (global, national and local) and their impact on the organization. What are the organization's resource areas needed to best take advantage of these opportunities and how can these opportunities be maximized locally and globally? Successful businesses are sometimes described as understanding the art of being in the right place at the right time with the right product or service. In this module, the participants are introduced to the fundamentals of e-business and the future of strategic e-business decisions including the factors likely to affect e-business and marketing. These include globalization, changing demographics, ever-changing technology and electronic commerce. Case studies and group activities focus on the application of e-business concepts. Positioning and a strong brand are invaluable in the global competition for customers. The brand represents the organization's promise to its customer, whether it be for quality, low cost or fashion. Positioning and branding are foundational pieces in implementing the strategic marketing process. This module provides the framework for researching, defining, and building the organization's brand and for identifying the most competitive global positioning strategies.