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 SSC 264 - Strategic Management and Marketing


The course comprises the fundamentals of strategic management and marketing and consists of two parts: the first part focuses on strategic management and it covers the analysis of the external and internal environment of companies, the formulation of business, corporate and international strategies; the second part focuses on marketing and it encompasses the analysis of the marketing environment, the design of a customer-driven marketing strategy and of the marketing mix. As companies have increasingly been facing demands and expectations with regards to their responsibility towards the society and the environment, corporate sustainability will be a key cross-cutting topic of the whole course.

The course combines the understanding of key theories and concepts with their application to real situations in multiple sectors. For this purpose, almost every week the second session will mainly focus on establishing the fundamental theoretical foundations that will be necessary to tackle the practical exercise that will be the focus of the following week's first session.

Dr. Rossitza Rousseva



The following course is required in order to take this course:

  • SSC 160 Introduction to Economics

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