Course Code: BPGM 305
Academic Year: 2024-2025
This course will carry forward the marketing theory, principles and concepts previously studied in Marketing 1 and Professional Selling. The focus of "Strategic Marketing Planning" will be to further develop and broaden basic marketing principles and prepare students for aiding management in key marketing decisions. The key requirement is to apply the knowledge and experience previously learned. Utilizing an existing 18-hole golf club as a case study, the student will create a strategic plan and formulate and present specific marketing tools designed to meet specific business objectives. In a team environment, the student will complete the planning process, and not only make decisions regarding the strategic plan, but assess the business implications of those decisions. The student will also have the opportunity to develop skills in the following areas; business communications (oral and written), problem solving and decision-making, self-management and teamwork.