This course provides a thorough understanding of the process of creating and implementing a rigorous marketing strategy to achieve long-term competitive advantage in a changing business environment. The course includes an in-depth discussion of marketing processes such as segmentation, targeting, positioning, and relationship building to create and sustain superior market performance. The course focuses on two key issues in marketing strategy formulation and implementation: identifying target markets and creating a competitive advantage. The strategic triangle of customers, competitors, and company is examined in the context of the organization's operating environment.The participants in the course will be encouraged to focus on strategic issues in services marketing in their assignments.