Dear Mr. Kaihan,
The marketing strategy course involved learning about marketing paradigms, marketing mix, orientations to marketplace, dimensions to the business environment, market proposition, competency, competitive advantage, sustainable competitive advantage among others. Paradigms are the systems of thought that inform the conventional ideas of how industry and competition should work (Smith, Session 2, slide 17). The course considered the following paradigms; Krippendorf: outthinkers’ habits that are based on frame shifting, disrupting the mindset and shaping perceptions. The second paradigm is the Rapaille paradigm, which deals with the science of selling (market researches and codes) and pricing approaches (dwells on the psychology of ...
