Marketing Strategy

Catalog description

This course will help you build and defend a great business. A strong business leader has to make smart, strategic marketing decisions, create and present a plan to get people on board, and then execute. You will learn about all of these steps in the course, as we review a range of topics including marketing fundamentals, new business strategy, established business strategy, brand portfolio strategy, and more. In doing so, we will build on the core marketing course and other marketing classes, in addition to introducing new concepts. The material for this course will help you analyze and understand businesses, develop and gain support for your marketing strategies and ultimately deliver strong results. Upon successful completion of this course, students will have the knowledge and skills to apply working knowledge of marketing concepts to make marketing decisions to solve case-based and simulated problems, assess business situations and diagnose the effectiveness of marketing decisions (made by you, classmates and business leaders) using analytical frameworks, understand the problems that are encountered/managed by the marketing function. Make recommendations as to how the situations could be managed more effectively, and communicate marketing insights and engage in group decision making.